Brand Coolness, Brand Love, and Brand engagement in self-concept on Brand Equity in Luxury Bag Brands Context

Abstract

This research aims to study the influence of brand coolness on brand love and brand engagement in self-concept and to examine how the brand love and brand engagement in self-concept influence brand equity in the context of luxury brands. The sample consists of 300 customers who have used luxury bag brands in the Bangkok Metropolitan Region over the past 12 months. The data were collected using a questionnaire, and the sample was selected through purposive and snowball sampling methods. Confirmatory factor analysis (CFA) was employed to analyze the measurement model. The result of confirmatory factor analysis revealed that there is good to excellent coherence in a model, with factor values from 0.60 to 0.91, composite reliability (CR) values between 0.69 and 0.93, average variance extracted (AVE) values from 0.53 to 0.67, and Cronbach's alpha coefficients ranging from 0.73 to 0.98. Hypotheses were tested using structural equation modeling (SEM). The findings indicate that: 1) brand coolness positively influences brand love (β= 0.80, t=5.18) and brand engagement in self-concept (β= 0.94, t=5.56); and 2) brand love (β= 0.50, t=1.96) and brand engagement in self-concept (β= 0.88, t=4.07) directly influence brand equity. The structural model explains 94.20% of the variance in brand equity. This research contributes to the knowledge and value within the fields of marketing management and private business organizations, offering insights into strategies for building and strengthening luxury bag brands.