Paper Title
Brand Coolness, Brand Love, and Brand Equity: Evidence from Mice Khon Kaen

Abstract
This quantitative study aims to investigate the interrelationship between brand coolness, brand love and brand equity of MICE Khon Kaen. A questionnaire was used to collect data from 360 MICE tourists in Khon Kaen. The measurement and structural models were analyzed with Structural Equation Modeling (SEM). The results of this study showed that brand coolness has the positive relationship with brand love and brand love has the positive relationship with brand equity. Keywords - Brand Coolness, Brand Love, Brand Equity, MICE Tourism