Keeping It Cool: The Influence of Celebrity Coolness on Consumers' Brand Evaluations

Abstract

Coolness has been a subject of interest and debate among scholars and social observers for decades. It has been used to describe a range of attributes that are considered socially desirable and attractive. However, the subjective nature of coolness and its cultural and individual variations make it a complex and nuanced concept. Despite there being some research on how brands can leverage coolness to their advantage, none have looked at coolness within celebrity endorsements. Celebrity endorsement has emerged as a prominent marketing technique, which enables brands to leverage the high-status and desirable image of celebrities to increase the perceived value of their brand. However, its effectiveness and potential drawbacks remain a matter of debate among scholars and practitioners. This thesis explores the impact of celebrity coolness on consumers' brand evaluations, an aspect that has received limited attention in previous academic literature. The objective of this study is to find whether celebrity coolness affects social return, brand trust, brand attitudes, purchase intentions, and brand coolness. We conducted an empirical study using a quantitative approach and an online survey to collect data from US-based respondents. Our study tested initial hypotheses and aimed to deepen understanding of the role of coolness in celebrity endorsement effectiveness. The findings of this study reveal that a high level of coolness has a positive impact on the aforementioned brand evaluations, whereas a low level of coolness has a negative effect. Therefore, the use of a celebrity could be counterproductive in such cases. This research highlights the importance of considering coolness in academic research and when companies choose which celebrity to work with. It provides deeper insights into how celebrity coolness can influence brand evaluations and transfer coolness from the endorser to the brand. The findings have practical implications for marketers and brand managers seeking to optimize their endorsement strategies and enhance brand perceptions.