Technology product coolness and its implication for brand love. (January 2021)

• Record Type: Journal Article
• Authors: Tiwari, Amit Anand; Chakraborty, Anirban; Maity, Moutusy
• Is Part Of: Journal of retailing and consumer services. Volume 58(2021)
• Publication Date: 2021-01
• Subjects: Retail trade -- Periodicals; Service industries -- Periodicals; Customer services -- Periodicals; Commerce de détail -- Périodiques; Service à la clientèle -- Périodiques; Customer services; Retail trade; Periodicals; 658.87
• DOI: 10.1016/j.jretconser.2020.102258
• Languages: English
• ISSNs: 0969-6989

Abstract

Abstract: Increased similarity of features of technology products has led to a waning of unique differentiating factors. In an absence of any tangible unique selling proposition, coolness has emerged as one of the compelling differentiators. This study investigates the coolness of technology products through in-depth interviews and an application of the critical incident technique (CIT). Thereafter, the findings of the qualitative study are empirically validated by collecting data through survey methodology and analyzing it by using structural equation modeling technique. Six dimensions of perceived coolness, viz., rebelliousness, desirability, innovativeness of technology, reliability, attractiveness, and usability are identified and empirically validated. The impact of coolness on brand love (which is a brand-related outcome of coolness), an under-researched construct, is studied and the relationship is found to be positive.