Paper Title
Unraveling Brand Coolness Effects on Destination Value and Brand Equity: Insight from Mice Tourism in Thailand

Abstract
The study aims to investigate the interrelationship among brand coolness, destination value, and brand equity. Questionnaires were used as a tool to collect data from a sample group of 360 MICE tourists. Analysis of the data was done through Structural Equation Modeling (SEM). The study revealed that brand coolness composed of authentic, original, rebellious, and vibrant has direct and indirect influence on brand equity through destination value. Keywords - Brand Coolness, Destination Value, Brand Equity, Mice Tourism