The coolness of social behaviors: a branding perspective in alcohol consumption

Purpose Given the limited research into brand coolness in social marketing, this study aims to explore the coolness concept as it applies to social behavior brands and compare the effects of brand coolness between commercial and social brands. Design/methodology/approach Quantitative consumer data were collected through a survey and analyzed by using partial least squares structural equation modeling. Findings Social behavior brand coolness is empirically established to embrace cool attribute dimensions (i.e. extraordinary, energetic, aesthetically appealing, original, authentic, rebellious, popular, high-status, sub-cultural and iconic). While brand coolness has a stronger direct influence on brand equity for a commercial (e.g. beer) brand, it exerts a stronger indirect impact on brand equity through the rational mechanism of brand attitude for a social behavior (e.g. heavy drinking or moderate drinking) brand. Practical implications Research findings suggest that cool-based branding strategies could be adopted to influence social behaviors. Compared to their commercial counterparts, social marketers should leverage the cool aspects of social behavior brands to ignite positive attitudes and bring about meaningful social change. Originality/value This study demonstrates the transferability of the brand coolness concept from commercial marketing to social marketing. First, it indicates the reliability and validity of the social behavior brand coolness concept. Second, it illuminates the direct and indirect effects of brand coolness on brand equity for social behaviors. Third, it reveals the variations of such effects between commercial and social brands.