슬리핑 뷰티 브랜드의 쿨니스가 충성도 및 구전의도에 미치는 영향

Recent business leaders have adopted collaborative strategies with well-known brands to revitalize Sleeping Beauty brands that have lost their vibrancy in the market. These efforts aim to restore their popularity and consumer engagement. However, research on Sleeping Beauty brands remains limited. This study aims to identify the components of brand coolness for Sleeping Beauty brands, examine their impact on brand love, and explore how brand love influences brand loyalty and word-of-mouth. Additionally, the study investigates the mediating role of brand love in these relationships. An online survey was conducted using convenience sampling among Chinese, resulting in 224 valid responses. Data were analyzed using SPSS 27.0, AMOS 26.0, and PROCESS 4.0. The findings reveal three key components of brand coolness for Sleeping Beauty brand: innovativeness, excitement, and subcultural. The analysis confirms that brand coolness significantly impacts brand love. Marketers should carefully consider these dimensions of brand coolness in their communication strategies to stimulate brand love among consumers. Moreover, brand love mediates the relationship between innovativeness, excitement, subcultural, and outcomes such as brand loyalty and word-of-mouth. Building brand communities and strengthening connections between brands and consumers are essential for fostering loyalty and enhancing word-of-mouth promotion. The results provide valuable insights for revitalizing retro brands like Sleeping Beauty brands and can serve as a reference for future research and marketing strategies.