Paper Title
The Influence of Brand Coolness, Brand Love, and Brand Engagement on Customer Delight of Live Streaming

Abstract
This study aims to examine the relationship between brand coolness, brand love, and brand engagement on customer delight in the live streaming of fashion-related commodities in Thailand. The study is qualitative research. Approximately 390 Samples were collected and analyzed using structural equation modeling (SEM). The result revealed that brand coolness influenced brand love, brand engagement, and customer delight. brand love and brand engagement also influence customer delight. Keywords - Brand Coolness, Brand Love, Brand Engagement, and Customer Delight