Paper Title
DOES BRAND COOLNESS AFFECT CUSTOMER ADVOCACY

Abstract
The development of customer advocacy is prevalent in the hospitality industry for cultivating long-term customer-brand relationships and building the competitive advantage. In the face of fierce competition in the market, many hotel managers reinforce the impression of cool brands to enhance their unique and competitive position. However, no study has examined the relationship between brand coolness and customer advocacy. Therefore, this study examines the linkage between brand coolness and customer advocacy and includes the role of brand attachment in this relationship. Data from 462 customers revealed that brand coolness boosted customer advocacy. Brand attachment partially mediated the association between brand coolness and customer advocacy. Theoretical and practical implications are discussed in our study. Keywords: Brand Coolness, Brand Attachment, Customer Advocacy.