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Abstract
Current technological advancements have changed many of its users’ perspectives in choosing any product, including by considering coolness element. An innovative technology makes manufacturers being more competitive by providing the latest features of technology and giving more prestige to its consumers. Not only have to be attractive, but the coolness matter now become one of the main reasons by consumer in choosing smartphone. Therefore, this study analyzes how a perceived coolness of a product will be able to create a feeling of love for the brand itself. In this term, a coolness perception on a technology is seen as an important element and needs to be investigated further. This study uses six dimensions of brand love for technology product features, which are; attractiveness, difference, desire, usability, innovative technology, reliability coolness, and two other variables namely perceived coolness and brand love. Furthermore, a total of 236 valid data from respondents of all ages were collected for this study. The results show that four out of the six dimensions of brand love for technology product features have a positive impact on perceived coolness of a product, and the perceived coolness of a product has a positive impact on the brand love.
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Copyright (c) 2022 Lukiawan Ade Pranata, Ratna Roostika
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Attiq, S. et al. (2021) “The Deeper the Well the Colder the Water: The Role of Brand Coolness and Love in the Formation of Consumer’s Engagement with the Lens of S-O-R Approach,” International Journal of Innovation, Creativity and Change, 15(5), pp. 1173–1195. Available at: https://www.ijicc.net/images/Vol_15/Iss_5/15904_Masood_2021_E1_R.pdf.
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- Bruun, A. et al. (2016) “Measuring the coolness of interactive products: the COOL questionnaire,” Behaviour & Information Technology, 35(3), pp. 233–249. Available at: https://doi.org/10.1080/0144929X.2015.1125527.
- Budzanowski, A. (2017) Why Coolness Should Matter to Marketing and When Consumers Desire a Cool Brand: An Examination of the Impact and Limit to the Perception of Brand Coolness. University of St. Gallen. Available at: http://www.sundigital.uk/Essays-Papers/Why Coolness Should Matter to Marketing.pdf.
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- Dar-Nimrod, I., Ganesan, A. and MacCann, C. (2018) “Coolness as a trait and its relations to the Big Five, self-esteem, social desirability, and action orientation,” Personality and Individual Differences, 121, pp. 1–6. Available at: https://doi.org/https://doi.org/10.1016/j.paid.2017.09.012.
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- Liu, S.Q. and Mattila, A.S. (2019) “Apple Pay: Coolness and embarrassment in the service encounter,” International Journal of Hospitality Management, 78, pp. 268–275. Available at: https://doi.org/https://doi.org/10.1016/j.ijhm.2018.09.009.
- Loureiro, S.M.C., Jiménez-Barreto, J. and Romero, J. (2020) “Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands,” Journal of Retailing and Consumer Services, 57, p. 102211. Available at: https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102211.
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- Ortiz, M.H. and Harrison, M.P. (2015) “Crazy Little Thing Called Love: a Consumer-Retailer Relationship BT - Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference,” in D.R. Deeter-Schmelz (ed.) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Cham: Springer International Publishing, p. 332. Available at: https://link.springer.com/chapter/10.1007/978-3-319-11797-3_189#citeas.
- Peng, X., Zhao, Y.C. and Teo, H.H. (2016) “Understanding young people’s use of Danmaku websites: The effect of perceived coolness and subcultural identity,” in Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings. AIS Electronic Library (AISel), p. 12. Available at: https://web.archive.org/web/20220805003112id_/https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1325&context=pacis2016.
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- Richins, M.L. (1997) “Measuring Emotions in the Consumption Experience,” Journal of Consumer Research, 24(2), pp. 127–146. Available at: https://doi.org/10.1086/209499.
- Ridhani, M.H.F. and Roostika, R. (2020) “Perceived Coolness in the Heritage Tourism: A Case Study in PT. Taman Wisata Candi BT,” in Proceedings of the 17 th International Symposium on Management (INSYMA 2020). Atlantis Press, pp. 383–389. Available at: https://doi.org/https://doi.org/10.2991/aebmr.k.200127.078.
- Shimp, T.A. and Madden, T.J. (1988) “Consumer-Object Relations: a Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love,” in M.J. Houston and Provo (eds.) Advances in Consumer Research Volume 15. Association for Consumer Research, pp. 163–168. Available at: https://www.acrwebsite.org/volumes/6810/volumes/v15/NA-15.
- Strauss, B., Strauss, W. and Howe, N. (1991) Generations: The History of America’s Future, 1584 to 2069. Morrow. Available at: https://books.google.co.id/books?id=oOztAAAAMAAJ.
- Tiwari, A.A., Chakraborty, A. and Maity, M. (2021) “Technology product coolness and its implication for brand love,” Journal of Retailing and Consumer Services, 58, p. 102258. Available at: https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102258.
- Vogels, E.A. (2019) Millennials stand out for their technology use, but older generations also embrace digital life, Pew Research Centre. Available at: https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/ (Accessed: October 11, 2022).
References
Aaker, J.L., Brumbaugh, A.M. and Grier, S.A. (2000) “Nontarget markets and viewer distinctiveness: The impact of target marketing on advertising attitudes,” Journal of Consumer Psychology, 9(3), pp. 127–140. Available at: https://doi.org/10.1207/S15327663JCP0903_1.
Albert, N. and Merunka, D. (2013) “The role of brand love in consumer‐brand relationships,” Journal of Consumer Marketing, 30(3), pp. 258–266. Available at: https://doi.org/10.1108/07363761311328928.
Albert, N., Merunka, D. and Valette-Florence, P. (2008) “When consumers love their brands: Exploring the concept and its dimensions,” Journal of Business Research, 61(10), pp. 1062–1075. Available at: https://doi.org/https://doi.org/10.1016/j.jbusres.2007.09.014.
Ashfaq, M. et al. (2020) “I, Chatbot: Modeling the determinants of users’ satisfaction and continuance intention of AI-powered service agents,” Telematics and Informatics, 54, p. 101473. Available at: https://doi.org/https://doi.org/10.1016/j.tele.2020.101473.
Attiq, S. et al. (2021) “The Deeper the Well the Colder the Water: The Role of Brand Coolness and Love in the Formation of Consumer’s Engagement with the Lens of S-O-R Approach,” International Journal of Innovation, Creativity and Change, 15(5), pp. 1173–1195. Available at: https://www.ijicc.net/images/Vol_15/Iss_5/15904_Masood_2021_E1_R.pdf.
Badan Pusat Statistik (2022) Index BPS, Badan Pusat Statistik. Jakarta. Available at: http://www.bps.go.id (Accessed: October 11, 2022).
Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012) “Brand Love,” Journal of Marketing, 76(2), pp. 1–16. Available at: https://doi.org/10.1509/jm.09.0339.
Bruun, A. et al. (2016) “Measuring the coolness of interactive products: the COOL questionnaire,” Behaviour & Information Technology, 35(3), pp. 233–249. Available at: https://doi.org/10.1080/0144929X.2015.1125527.
Budzanowski, A. (2017) Why Coolness Should Matter to Marketing and When Consumers Desire a Cool Brand: An Examination of the Impact and Limit to the Perception of Brand Coolness. University of St. Gallen. Available at: http://www.sundigital.uk/Essays-Papers/Why Coolness Should Matter to Marketing.pdf.
Carroll, B.A. and Ahuvia, A.C. (2006) “Some antecedents and outcomes of brand love,” Marketing Letters, 17(2), pp. 79–89. Available at: https://doi.org/10.1007/s11002-006-4219-2.
Conway Dato-on, M. and Fetscherin, M. (2013) “Brand Love: Interpersonal or Parasocial Love Relationships?,” in S. Fournier, M. Breazeale, and M. Fetscherin (eds.) Consumer-Brand Relationships: Theory and Practice. Routledge, pp. 151–166.
Dar-Nimrod, I., Ganesan, A. and MacCann, C. (2018) “Coolness as a trait and its relations to the Big Five, self-esteem, social desirability, and action orientation,” Personality and Individual Differences, 121, pp. 1–6. Available at: https://doi.org/https://doi.org/10.1016/j.paid.2017.09.012.
F. Hair Jr, J. et al. (2014) “Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research,” European Business Review, 26(2), pp. 106–121. Available at: https://doi.org/10.1108/EBR-10-2013-0128.
Fournier, S. (1998) “Consumers and Their Brands: Developing Relationship Theory in Consumer Research,” Journal of Consumer Research, 24(4), pp. 343–373. Available at: https://doi.org/10.1086/209515.
Ghozali, I. and Latan, H. (2015) Konsep, Teknik, Aplikasi Menggunakan Smart PLS 3.0 Untuk Penelitian Empiris. BP Undip. Semarang: BP Undip.
Glöckl, S.S., Matovina, A.M. and Zhikhareva, A. (2021) Impact of rebellious campaigns on Brand Coolness. 2. Available at: http://cbaumgarth.net/wp-content/uploads/2021/05/Special-Issue-Innovative-Brand-Management-II_Print-Version.pdf#page=9.
Howe, N. and Strauss, W. (2000) Millennials Rising: The Next Great Generation. Knopf Doubleday Publishing Group. Available at: https://books.google.co.id/books?id=kSCNEAAAQBAJ.
Hwang, J. and Kandampully, J. (2012) “The role of emotional aspects in younger consumer‐brand relationships,” Journal of Product & Brand Management, 21(2), pp. 98–108. Available at: https://doi.org/10.1108/10610421211215517.
Jansen (2019) “Pengaruh Service Attributes Terhadap Overall Satisfaction Dan Membership Renewal Intention Member Knockout Boxing Camp Surabaya,” Jurnal Strategi Pemasaran, 6(1), p. 13. Available at: https://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/8034.
Kim, J. and Park, E. (2019) “Beyond coolness: Predicting the technology adoption of interactive wearable devices,” Journal of Retailing and Consumer Services, 49, pp. 114–119. Available at: https://doi.org/https://doi.org/10.1016/j.jretconser.2019.03.013.
Liu, S.Q. and Mattila, A.S. (2019) “Apple Pay: Coolness and embarrassment in the service encounter,” International Journal of Hospitality Management, 78, pp. 268–275. Available at: https://doi.org/https://doi.org/10.1016/j.ijhm.2018.09.009.
Loureiro, S.M.C., Jiménez-Barreto, J. and Romero, J. (2020) “Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands,” Journal of Retailing and Consumer Services, 57, p. 102211. Available at: https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102211.
Munsch, A. (2021) “Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration,” Journal of Global Scholars of Marketing Science, 31(1), pp. 10–29. Available at: https://doi.org/10.1080/21639159.2020.1808812.
Nan, D. et al. (2022) “My video game console is so cool! A coolness theory-based model for intention to use video game consoles,” Technological Forecasting and Social Change, 176, p. 121451. Available at: https://doi.org/https://doi.org/10.1016/j.techfore.2021.121451.
Ortiz, M.H. and Harrison, M.P. (2015) “Crazy Little Thing Called Love: a Consumer-Retailer Relationship BT - Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference,” in D.R. Deeter-Schmelz (ed.) Proceedings of the 2010 Academy of Marketing Science (AMS) Annual Conference. Cham: Springer International Publishing, p. 332. Available at: https://link.springer.com/chapter/10.1007/978-3-319-11797-3_189#citeas.
Peng, X., Zhao, Y.C. and Teo, H.H. (2016) “Understanding young people’s use of Danmaku websites: The effect of perceived coolness and subcultural identity,” in Pacific Asia Conference on Information Systems, PACIS 2016 - Proceedings. AIS Electronic Library (AISel), p. 12. Available at: https://web.archive.org/web/20220805003112id_/https://aisel.aisnet.org/cgi/viewcontent.cgi?article=1325&context=pacis2016.
Pertiwi, W.K. (2021) Pasar Smartphone Indonesia Membaik, Tumbuh 28 Persen, KOMPAS.com. Available at: https://tekno.kompas.com/read/2021/09/30/11280037/pasar-smartphone-indonesia-membaik-tumbuh-28-persen?page=all (Accessed: October 11, 2022).
Reinikainen, H. et al. (2021) “Making and breaking relationships on social media: the impacts of brand and influencer betrayals,” Technological Forecasting and Social Change, 171(June), p. 120990. Available at: https://doi.org/10.1016/j.techfore.2021.120990.
Richins, M.L. (1997) “Measuring Emotions in the Consumption Experience,” Journal of Consumer Research, 24(2), pp. 127–146. Available at: https://doi.org/10.1086/209499.
Ridhani, M.H.F. and Roostika, R. (2020) “Perceived Coolness in the Heritage Tourism: A Case Study in PT. Taman Wisata Candi BT,” in Proceedings of the 17 th International Symposium on Management (INSYMA 2020). Atlantis Press, pp. 383–389. Available at: https://doi.org/https://doi.org/10.2991/aebmr.k.200127.078.
Shimp, T.A. and Madden, T.J. (1988) “Consumer-Object Relations: a Conceptual Framework Based Analogously on Sternberg’s Triangular Theory of Love,” in M.J. Houston and Provo (eds.) Advances in Consumer Research Volume 15. Association for Consumer Research, pp. 163–168. Available at: https://www.acrwebsite.org/volumes/6810/volumes/v15/NA-15.
Strauss, B., Strauss, W. and Howe, N. (1991) Generations: The History of America’s Future, 1584 to 2069. Morrow. Available at: https://books.google.co.id/books?id=oOztAAAAMAAJ.
Tiwari, A.A., Chakraborty, A. and Maity, M. (2021) “Technology product coolness and its implication for brand love,” Journal of Retailing and Consumer Services, 58, p. 102258. Available at: https://doi.org/https://doi.org/10.1016/j.jretconser.2020.102258.
Vogels, E.A. (2019) Millennials stand out for their technology use, but older generations also embrace digital life, Pew Research Centre. Available at: https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/ (Accessed: October 11, 2022).