Paper Title
Brand Coolness, Brand Satisfaction, and Brand Equity: A Case of Mice in Thailand

Abstract
The present study examines the relationship between Brand Coolness, Brand Satisfaction, and Brand Equity in the context of Khon Kaen MICE destination. The questionnaire was used to conduct data from 360 MICE tourists in Khon Kaen. The data were evaluated by using path analysis. The result demonstrated that Brand Coolness has a direct and indirect significant influence on brand equity through brand satisfaction. The essence of this study is to the expanding new knowledge of the literature on MICE City. Keywords - MICE tourism, Brand coolness, Brand satisfaction, Brand equity