The antecedents and consequence of brand coolness: A case of millennial consumers toward fashion clothing brands

This research aimed to study the antecedents and consequences of brand coolness for fashion clothing brands in the millennial consumer context. The data was collected through an online questionnaire on 380 consumers who used to buy brand-name fashion clothing. The data were analyzed using the structural equation model. The results showed that the antecedents of brand coolness consisted of brand experience and brand identification, both of which positively influence brand coolness. Brand coolness (i.e., reference, singular, personal, esthetic, functional, energetic, and high status) was the key driver that creates brand equity. The research results were able to explain 94% of the variance in brand coolness and 81% of the variance in brand equity. This research is empirical support that helps expand the perspective on brand coolness and presents a dimension to measure brand coolness in a more transparent and complete method. The research result also complements the marketing knowledge that can guide academics and practitioners in creating substantial brand equity in the customers' hearts.