Explaining the Effect of Brand Coolness on Brand Happiness, Loyalty and E-WOM: The Role of Masstige Brand Value (Case study: Samsung mobile phone users)

Articles in Press

Document Type : Quantitative Research Paper

Authors

1 Department of business management, Faculty of economics and management, Urmia university, Urmia, Iran.

2 Department of Business Management, Faculty of Economics and Management, Urmia University, Urmia, Iran.

10.22034/cbsj.2024.139480.2592

Abstract

The present research was conducted with the aim of explaining the effect of brand coolness on brand happiness, loyalty and E-WOM through the mediating role of masstige brand value, and it is a type of applied research. In this research, in order to obtain the correct data from the survey of the statistical sample, first a questionnaire was designed and distributed to the experts, to select a brand from among the different mobile phone brands as the masstige brand be identified. The statistical population of this research is the users of Samsung mobile phones, of which 443 people were investigated as a sample from the relevant population. The research hypotheses were also tested through factor analysis and SmartPLS4 software. Based on the hypotheses test, the effect of brand coolness on brand love is positive and significant. the effect of brand love on masstige brand value is also positive and significant. masstige brand value also has a positive and significant effect on brand happiness, brand loyalty and E-WOM. The effect of brand happiness on brand loyalty and the effect of brand loyalty on E-WOM is also positive and significant. Finally, brand coolness has a positive and significant effect on brand happiness, brand loyalty and E-WOM both directly and indirectly through the mediating role of masstige brand value. According to the results, activists of the mobile phone industry must by relying on the characteristics of coolness and masstige brand, try to strengthen their competitive advantages over others and gain customers satisfaction.

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Consumer Behavior Studies Journal

Articles in Press, Accepted Manuscript
Available Online from 15 July 2025

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