Paper Title
The Influence of Service Brand Coolness on Perceived Value and Brand Loyalty: A Case of AirAsia

Abstract
The study aimed to examine the relationship between service brand coolness, perceived value, and brand loyalty in the context of AirAsia airlines. Data was collected via an online questionnaire from 400 consumers who had used AirAsia services within the past year. The data collected was analyzed using structural equation modeling (SEM) with SmartPLS 4.0 software. The results revealed that service brand coolness has an indirect influence on brand loyalty through perceived value. This study extends the previous research and has contributed to theory and practice in the low-cost airline industry. Keywords - Service Brand Coolness, Perceived Value, Brand Loyalty