The Influence of Brand Coolness on Brand Engagement and Brand Love, with Brand Experience as a Moderator: A Case Study of Nike Sneakers among Generation Z Consumers in Chonburi Province
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Abstract
This research aims to examine The Influence of Brand Coolness on Brand Engagement and Brand Love, with Brand Experience as a Moderator: A Case Study of Nike Sneakers among Generation Z Consumers in Chonburi Province. Employing a survey research design, the study collected data from a sample of 300 individuals who had previously purchased Nike sneakers. A questionnaire was used as the data collection instrument, and descriptive statistics were applied for data analysis. The findings reveal that brand coolness is positively correlated with brand engagement, brand experience, and brand love. This study highlights the role of brand coolness in the context of Nike sneakers and provides strategic insights for sneaker business operators in enhancing brand image to foster consumer attachment and brand love.
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