Cool Brands or Brand Coolness: A Systematic Literature Review and Future Research Agenda

This study examines the emerging concept of brand coolness (BC), which is becoming increasingly important in shaping consumer–brand relationships. Albeit its increasing significance, the literature in the domain of BC remains patchy. To bridge this gap, 103 peer-reviewed articles, published from 2000 to 2025 from the Scopus and Web of Science (WOS) databases were examined utilizing the SPAR-4-SLR (Scientific Procedures and Rationales for Systematic Literature Reviews) protocol along with TCCM (Theory, Context, Characteristics, and Methodology) and ADO (Antecedents-Decisions-Outcomes) frameworks. The research identifies four primary antecedent categories, namely, brand-specific, consumer-oriented, cultural/experiential, and influencer/advocacy that influence coolness perceptions. Brand connection results involve increased emotional attachment, brand affection, advocacy, and a propensity to pay a premium. Mediating effects arise from psychological processes and value-based mechanisms, whereas demographics, customer traits, and service quality function as moderators. A novel conceptual framework of BC is demonstrated by conducting expert interviews with 17 branding professionals and academicians, providing theoretical and management insights. The results designate BC as a unique research field and underscore its strategic importance in differentiation and relationship development. Future study avenues are proposed to enhance comprehension within digital, cultural, and sustainability frameworks.