Soft Drink Coolness: Et studie af coolness-begrebets betydning for sodavandsbrands

Abstract

The Danish carbonated soft drink (CSD) market is characterized by intense competition, where products are often perceived as interchangeable due to their low involvement nature. In this context, brand coolness has emerged as a potential differentiating factor that can influence consumer perceptions and behaviours. This thesis investigates how the perception of brand coolness affects consumer evaluations of soft drink brands, focusing on its impact on word of mouth (WoM), willingness to pay, and purchase intention. The aim is to provide a deeper understanding of how coolness can be strategically leveraged by brands to achieve a competitive advantage.A mixed-methods approach was employed, beginning with an initial qualitative analysis to refine the conceptual framework, followed by a quantitative survey of 212 respondents. The data was analyzed using Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) to validate brand coolness as a multidimensional construct, comprising authenticity, innovation, rebelliousness, lifestyle, and symbolism. SEM was then employed to test the relationships between brand coolness and the three consumer outcomes. Additionally, separate regression analyses were performed to examine the direct effects of WoM and willingness to pay on purchase intention. The data were analyzed using the statistical softwares: SPSS and AMOS.The results indicate that soft drink coolness has a significant positive effect on all three consumer outcomes: WoM (β = 0.90), willingness to pay (β = 0.83), and purchase intention (β = 0.86). Additionally, the regression analysis revealed that WoM (B = 0.896, R² = 0.757, p < 0.001) and willingness to pay (B = 0.831, R² = 0.626, p < 0.001) directly influence purchase intention. These findings underscore the strategic importance of coolness as a key driver of consumer behavior, demonstrating its potential to enhance brand appeal and market performance in the competitive, low-involvement CSD market.The study contributes to existing literature by providing a validated model of brand coolness, highlighting its potential as a strategic asset for brand differentiation in competitive markets. Brand managers can leverage these insights to strengthen consumer engagement and brand positioning by strategically enhancing perceptions of coolness.