Designing a Conceptual Model of Brand Coolness

The purpose of the present research is introducing the proposed model of brand coolness. A combined method has been used to conceptualize brand coolness and identify the related components. Accordingly, after studying the existing literature, designing a conceptual model, extracting and categorizing the indicators of the brand coolness, and receiving the opinions of 31 professors, PhD students and experts, with the help of inferential statistics techniques and statistical tests by using SPSS22 statistical software, the following results, has been achieved. Based on the research results, seven main components and 56 sub-components were approved by the experts. The first main component is the unique features of the brand including: memorable, Value features, Emotional communication, Energetic, Authentic, Social awareness and Independence. The second main component includes creativity and innovation in the brand. The third main component is macro-organizational policies and the fourth main component includes aesthetics. The fifth one is organizational perceptions, the sixth one is technology and finally the seventh main component is Brand personality. Among these, according to the analysis of variance test, the two main components of the unique characteristics of the brand and creativity and innovation in the brand have the most roles in explaining the coolness of the brand.