Paper Title
The Impact of Brand Coolness on Brand Satisfaction and Brand Equity: Evidence from Domestic Tourism in Thailand

Abstract
This study aims to investigate the relationship among destination brand coolness, brand satisfaction, and brand equity in Khon Kaen, Thailand. The data were collected by questionnaire from 350 samples. The data were analyzed by using Structural Equation Modeling (SEM). The results of the study revealed that brand coolness has a direct and indirect influence on brand equity through brand satisfaction. Keywords - Brand Coolness, Brand Satisfaction, Brand Equity, Tourism