How to cite this paper
Napalai, J & Khamwon, A. (2023). The antecedents and consequence of brand coolness: A case of millennial consumers toward fashion clothing brands.Uncertain Supply Chain Management, 11(2), 513-522.
Refrences
Aaker, D.A. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York: The Free Press.
Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing, 33(12), 1029-1038.
Anik, L. (2020). A general theory of coolness. Retrieved March 6, 2021, from https://www.theoriesforyou.in/f/a-general-theory-of-coolness
Anik, L., Miles, J., & Hauser, R. (2017). A General Theory of Coolness. Retrieved September 7, 2022, from https://www.ssrn.com/abstract=3027026
Baek, T.H., Kim, J., & Yu, J.H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.
Bapat, D. (2020). Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy. Journal of Asia Business Studies, 14(4), 505-524.
Belk, R.W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. Research in consumer behavior, 12(1), 183-208.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Brandbuffet. (2018). Understand behavior “Thai Millennials”, the target group of the future that comes with its own contradiction. Retrieved June 29, 2021, from https://www.brandbuffet.in.th/2018/10/thai-millennial-behavior-fleishman-hillard/
Bruun, A., Raptis, D., Kjeldskov, J., & Skov, M.B. (2016). Measuring the coolness of interactive products: the COOL questionnaire. Behaviour & Information Technology, 35(3), 233-249.
Bryman, A., & Bell, E. (2011). Business Research Methods. 3rd Edition. Oxford: Oxford University Press.
Budzanowski, A. (2017). Why coolness should matter to marketing and when consumers desire a cool brand: an examination of the impact and limit to the perception of brand coolness (Doctoral dissertation, Universität St. Gallen).
Burkhalter, J.N., Curasi, C.F., Thornton, C.G., & Donthu, N. (2017). Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic. Journal of Brand Management, 24(2), 140-160.
Byrne, B.M. (2010). Structural Equation Modeling with AMOS Basic Concept, Applications, and Programming. 2 ed. LLC: Taylor and Francis group.
Chen, C.F., & Chou, S.H. (2019). Antecedents and consequences of perceived coolness for Generation Y in the context of creative tourism-A case study of the Pier 2 Art Center in Taiwan. Tourism Management, 72, 121-129.
Choi, H., Ko, E., Kim, E.Y., & Mattila, P. (2014). The role of fashion brand authenticity in product management: A holistic marketing approach. Journal of Product Innovation Management, 32(2), 233-242.
Choi, Y.G., Ok, C., & Hyun, S.S. (2011). Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: an empirical study of coffeehouse brands. [n.p.].
Coelho, P.S., Rita, P., & Santos, Z.R. (2018). On the relationship between consumer- brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Dar-Nimrod, I., Hansen, I.G., Proulx, T., Lehman, D.R., Chapman, B.P., & Duberstein, P.R. (2012). Coolness: An empirical investigation. Journal of Individual Differences, 33(3), 175–85.
de Kerviler, G., & Rodriguez, C.M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102, 250-262.
Diamantopoulos, A., & Siguaw, J.A. (2000). Introducing LISREL. London: Sage Publications.
Edwards, M.R. (2005). Organizational identification: A conceptual and operational review. International journal of management reviews, 7(4), 207-230.
Erdoğmuş, İ., & Büdeyri-Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal, 18, 112-130.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
Gerardo, M. (2018). Shopping decision millennials and baby boomers in Indonesia E-commerce. Asia Proceedings of Social Sciences, 2(3), 1-4.
Gurrieri, L. (2009, November). Cool brands: A discursive identity approach. In ANZMAC 2009: Sustainable management and marketing conference proceedings.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2014). Multivariate data analysis. 7th ed. Upper Saddle River: Prentice Hall.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis. 7th ed. New Jersey: Pearson Education.
Heding, T., Knudtzen, C.F., & Bjerre, M. (2009). Brand Management: Research, Theory and Management. New York: Madison Ave.
Holt, D.B. (2005). 14 How societies desire brands. Inside Consumption: Consumer Motives, Goals, and Desires, 2, 273.
Jansson, K., & Johansson, S. (2021). Attract cash by being cool: Exploring the impact of brand coolness on customers willingness-to-pay. [n.p.].
Kanthoop. (2022). Revealing the list of the 10 most valuable fashion brands of 2021. Retrieved August 27, 2021, from https://www.vogue.co.th/fashion/article/10-brands-hign-value
Kapferer, J.N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Keller, K.L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1), 1-16.
Keller, K.L., & Brexendorf, T.O. (2019). Measuring Brand Equity. Springer Reference Wirtschaft, 2, 1409–1439.
Kepios. (2022). Digital 2022 Thailand. Retrieved August 2, 2022, from https://www. slideshare.net/DataReportal/digital-2022-thailand-february-2022-v01
Kerner, N., & Pressman, G. (2007). Chasing cool: Standing out in today's cluttered marketplace. USA: Simon and Schuster.
Khamwon, A., & Kularbkaew, U. (2021). Brand Coolness, Brand Engagement and Brand Equity of Luxury Brand. Asian Journal of Research in Business and Management, 3(3), 1-7.
Khan, N., Rahmani, S.H.R., Hoe, H.Y., & Chen, T.B. (2015). Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management, 10(1), 172.
Kline, R.B. (2010). Principles and Practice of Structural Equation Modeling. 3 ed. New York: Guilford.
Kucharska, W., Confente, I., & Brunetti, F. (2020). The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football. Journal of Product & Brand Management, 2, 118-132.
Leland, J. (2004). Why America sees the silver lining. New York Times, 13.
Loureiro, S.M.C., & Lopes, R. (2011). Characteristics of cool brands: the development of a scale. In M. Martin (Ed.). Conferenced book Proceedings of ANZMAC Conference-Marketing in the Age of Consumerism. (pp. 28-30). Australia: The Free Press.
Loureiro, S.M.C., Jiménez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 102211.
Lu, A.C.C., Gursoy, D., & Lu, C.Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123.
Matos, G. (2017). Producers' Perspectives on What Makes (and Keeps) Brands Cool. Retrieved June 27, 2021, form https://www.digitalcommons.uri.edu/ oa_diss/590
McCarthy, S. (2013). The Effects of Social Media on Fashion Consumption. Oxford: University of Mississippi.
Michaelidou, N., & Dibb, S. (2006). Product involvement: an application in clothing. Journal of Consumer Behaviour: An International Research Review, 5(5), 442-453.
Mody, M., Hanks, L., & Dogru, T. (2019). Parallel pathways to brand loyalty: Mapping the consequences of authentic consumption experiences for hotels and Airbnb. Tourism Management, 74, 65-80.
Moore, M., & Carpenter, J.M. (2008). Intergenerational perceptions of market cues among US apparel consumers. Journal of Fashion Marketing and Management: An International Journal, 12(3), 323-337.
Mulia, D. (2019). The Differences in Risk Perception between Millennials and Baby Boomers in Online Transactions. Journal Management, 23(3), 375-392.
Nancarrow, C., Nancarrow, P., & Page, J. (2002). An analysis of the concept of cool and its marketing implications. Journal of Consumer Behaviour: An International Research Review, 1(4), 311-322.
National Statistical Office. (2020). Demography Population and Housing statistics. Retrieved
April 14, 2022, from http://statbbi.nso.go.th/staticreport/page/sector/en/01.aspx
O'Cass, A., & Frost, H. (2002). Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of product & brand management, 11(2), 67-88.
Ordun, G. (2015). Millennial (Gen Y) consumer behavior their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11(4), 40-55.
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Piamphongsant, T., & Mandhachitara, R. (2008). Psychological antecedents of career women's fashion clothing conformity. Journal of Fashion Marketing and Management: An International Journal, 12(4), 438-455.
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28, 99-115.
Pol, G., Yin, E., & Tellis, G. (2020). Consumer Interpretations of Product Coolness Across Three Cultures. ACR North American Advances, 48, 1048-1051.
Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2), 18-32.
Pountain, D., & Robins, D. (2000). Cool Rules: Anatomy of an Attitude. London: Reaktion.
Punj, G.N., & Hillyer, C.L. (2004). A cognitive model of customer-based brand equity for frequently purchased products: Conceptual framework and empirical results. Journal of Consumer Psychology, 14(1-2), 124-131.
Rahman, K. (2013). “Wow! It's cool”: the meaning of coolness in marketing. Marketing Intelligence & Planning, 31(6), 620-638.
Rahman, M.S., Hossain, M.A., Hoque, M.T., Rushan, M.R.I., & Rahman, M.I. (2020). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153-183.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21, 664-683.
Raptis, D., Bruun, A., Kjeldskov, J., & Skov, M.B. (2017). Converging coolness and investigating its relation to user experience. Behaviour & Information Technology, 36(4), 333-350.
Ridhani, M. F., & Roostika, R. (2020, January). Perceived Coolness in the Heritage Tourism: A Case Study in PT. Taman Wisata Candi. In 17th International Symposium on Management (INSYMA 2020) (pp. 383-389). Atlantis Press.
Rovinelli, R.J., & Hambleton, R.K. (1977). On the use of content specialists in the assessment of criterion referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Runyan, R.C., Noh, M., & Mosier, J. (2013). What is cool? Operationalizing the Construct in an Apparel Context. Journal of Fashion Marketing and Management: An International Journal, 17(3), 322-340.
Sarioğlu, C.I. (2020). A conceptual framework for brand coolness and bibliometric analysis. Economic agents, 27, 480-492.
Schembri, S. (2009). Reframing brand experience: The experiential meaning of Harley–Davidson. Journal of Business Research, 62(12), 1299–1310.
Schumacker, R.E., & Lomax, R.G. (2010). A beginner's guide to structural equation modeling. 3rd ed. New York: Routledge/Taylor and Francis Group.
Serras, S.A.L. (2020). Exploiting the impact of user-generated content on brand coolness and consumer brand engagement: A text-mining approach. Lisbon: Iscte University Institute of Lisbon.
Shi, B., Xu, Q., & Sun, Z. (2021). Optimal pricing and production decisions of fashion apparel brands in a two-stage sales setting. International Transactions in Operational Research, 28(2), 738-763.
Southgate, N. (2003). Coolhunting, account planning and the ancient cool of Aristotle. Marketing Intelligence & Planning, 21(7), 453-461.
Stokburger-Sauer, N., Ratneshwar, S., & Sen, S. (2012). Drivers of consumer–brand identification. International journal of research in marketing, 29(4), 406-418.
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Alves, H., Fernandes, C., & Raposo, M. (2016). Social media marketing: a literature review and implications. Psychology & Marketing, 33(12), 1029-1038.
Anik, L. (2020). A general theory of coolness. Retrieved March 6, 2021, from https://www.theoriesforyou.in/f/a-general-theory-of-coolness
Anik, L., Miles, J., & Hauser, R. (2017). A General Theory of Coolness. Retrieved September 7, 2022, from https://www.ssrn.com/abstract=3027026
Baek, T.H., Kim, J., & Yu, J.H. (2010). The differential roles of brand credibility and brand prestige in consumer brand choice. Psychology & Marketing, 27(7), 662-678.
Bapat, D. (2020). Examining the antecedents and consequences of brand experience dimensions: implications for branding strategy. Journal of Asia Business Studies, 14(4), 505-524.
Belk, R.W., Tian, K., & Paavola, H. (2010). Consuming cool: Behind the unemotional mask. Research in consumer behavior, 12(1), 183-208.
Bilgihan, A. (2016). Gen Y customer loyalty in online shopping: An integrated model of trust, user experience and branding. Computers in Human Behavior, 61, 103-113.
Brakus, J.J., Schmitt, B.H., & Zarantonello, L. (2009). Brand experience: what is it? How is it measured? Does it affect loyalty?. Journal of marketing, 73(3), 52-68.
Brandbuffet. (2018). Understand behavior “Thai Millennials”, the target group of the future that comes with its own contradiction. Retrieved June 29, 2021, from https://www.brandbuffet.in.th/2018/10/thai-millennial-behavior-fleishman-hillard/
Bruun, A., Raptis, D., Kjeldskov, J., & Skov, M.B. (2016). Measuring the coolness of interactive products: the COOL questionnaire. Behaviour & Information Technology, 35(3), 233-249.
Bryman, A., & Bell, E. (2011). Business Research Methods. 3rd Edition. Oxford: Oxford University Press.
Budzanowski, A. (2017). Why coolness should matter to marketing and when consumers desire a cool brand: an examination of the impact and limit to the perception of brand coolness (Doctoral dissertation, Universität St. Gallen).
Burkhalter, J.N., Curasi, C.F., Thornton, C.G., & Donthu, N. (2017). Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic. Journal of Brand Management, 24(2), 140-160.
Byrne, B.M. (2010). Structural Equation Modeling with AMOS Basic Concept, Applications, and Programming. 2 ed. LLC: Taylor and Francis group.
Chen, C.F., & Chou, S.H. (2019). Antecedents and consequences of perceived coolness for Generation Y in the context of creative tourism-A case study of the Pier 2 Art Center in Taiwan. Tourism Management, 72, 121-129.
Choi, H., Ko, E., Kim, E.Y., & Mattila, P. (2014). The role of fashion brand authenticity in product management: A holistic marketing approach. Journal of Product Innovation Management, 32(2), 233-242.
Choi, Y.G., Ok, C., & Hyun, S.S. (2011). Evaluating relationships among brand experience, brand personality, brand prestige, brand relationship quality, and brand loyalty: an empirical study of coffeehouse brands. [n.p.].
Coelho, P.S., Rita, P., & Santos, Z.R. (2018). On the relationship between consumer- brand identification, brand community, and brand loyalty. Journal of Retailing and Consumer Services, 43, 101-110.
Dar-Nimrod, I., Hansen, I.G., Proulx, T., Lehman, D.R., Chapman, B.P., & Duberstein, P.R. (2012). Coolness: An empirical investigation. Journal of Individual Differences, 33(3), 175–85.
de Kerviler, G., & Rodriguez, C.M. (2019). Luxury brand experiences and relationship quality for Millennials: The role of self-expansion. Journal of Business Research, 102, 250-262.
Diamantopoulos, A., & Siguaw, J.A. (2000). Introducing LISREL. London: Sage Publications.
Edwards, M.R. (2005). Organizational identification: A conceptual and operational review. International journal of management reviews, 7(4), 207-230.
Erdoğmuş, İ., & Büdeyri-Turan, I. (2012). The role of personality congruence, perceived quality and prestige on ready-to-wear brand loyalty. Journal of Fashion Marketing and Management: An International Journal, 18, 112-130.
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
Gerardo, M. (2018). Shopping decision millennials and baby boomers in Indonesia E-commerce. Asia Proceedings of Social Sciences, 2(3), 1-4.
Gurrieri, L. (2009, November). Cool brands: A discursive identity approach. In ANZMAC 2009: Sustainable management and marketing conference proceedings.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2014). Multivariate data analysis. 7th ed. Upper Saddle River: Prentice Hall.
Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E. (2010). Multivariate data analysis. 7th ed. New Jersey: Pearson Education.
Heding, T., Knudtzen, C.F., & Bjerre, M. (2009). Brand Management: Research, Theory and Management. New York: Madison Ave.
Holt, D.B. (2005). 14 How societies desire brands. Inside Consumption: Consumer Motives, Goals, and Desires, 2, 273.
Jansson, K., & Johansson, S. (2021). Attract cash by being cool: Exploring the impact of brand coolness on customers willingness-to-pay. [n.p.].
Kanthoop. (2022). Revealing the list of the 10 most valuable fashion brands of 2021. Retrieved August 27, 2021, from https://www.vogue.co.th/fashion/article/10-brands-hign-value
Kapferer, J.N. (2012). The new strategic brand management: Advanced insights and strategic thinking. Kogan page publishers.
Keller, K.L. (2016). Reflections on customer-based brand equity: perspectives, progress, and priorities. AMS review, 6(1), 1-16.
Keller, K.L., & Brexendorf, T.O. (2019). Measuring Brand Equity. Springer Reference Wirtschaft, 2, 1409–1439.
Kepios. (2022). Digital 2022 Thailand. Retrieved August 2, 2022, from https://www. slideshare.net/DataReportal/digital-2022-thailand-february-2022-v01
Kerner, N., & Pressman, G. (2007). Chasing cool: Standing out in today's cluttered marketplace. USA: Simon and Schuster.
Khamwon, A., & Kularbkaew, U. (2021). Brand Coolness, Brand Engagement and Brand Equity of Luxury Brand. Asian Journal of Research in Business and Management, 3(3), 1-7.
Khan, N., Rahmani, S.H.R., Hoe, H.Y., & Chen, T.B. (2015). Causal relationships among dimensions of consumer-based brand equity and purchase intention: Fashion industry. International Journal of Business and Management, 10(1), 172.
Kline, R.B. (2010). Principles and Practice of Structural Equation Modeling. 3 ed. New York: Guilford.
Kucharska, W., Confente, I., & Brunetti, F. (2020). The power of personal brand authenticity and identification: top celebrity players’ contribution to loyalty toward football. Journal of Product & Brand Management, 2, 118-132.
Leland, J. (2004). Why America sees the silver lining. New York Times, 13.
Loureiro, S.M.C., & Lopes, R. (2011). Characteristics of cool brands: the development of a scale. In M. Martin (Ed.). Conferenced book Proceedings of ANZMAC Conference-Marketing in the Age of Consumerism. (pp. 28-30). Australia: The Free Press.
Loureiro, S.M.C., Jiménez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 102211.
Lu, A.C.C., Gursoy, D., & Lu, C.Y. (2015). Authenticity perceptions, brand equity and brand choice intention: The case of ethnic restaurants. International Journal of Hospitality Management, 50, 36-45.
Mael, F., & Ashforth, B. E. (1992). Alumni and their alma mater: A partial test of the reformulated model of organizational identification. Journal of organizational Behavior, 13(2), 103-123.
Matos, G. (2017). Producers' Perspectives on What Makes (and Keeps) Brands Cool. Retrieved June 27, 2021, form https://www.digitalcommons.uri.edu/ oa_diss/590
McCarthy, S. (2013). The Effects of Social Media on Fashion Consumption. Oxford: University of Mississippi.
Michaelidou, N., & Dibb, S. (2006). Product involvement: an application in clothing. Journal of Consumer Behaviour: An International Research Review, 5(5), 442-453.
Mody, M., Hanks, L., & Dogru, T. (2019). Parallel pathways to brand loyalty: Mapping the consequences of authentic consumption experiences for hotels and Airbnb. Tourism Management, 74, 65-80.
Moore, M., & Carpenter, J.M. (2008). Intergenerational perceptions of market cues among US apparel consumers. Journal of Fashion Marketing and Management: An International Journal, 12(3), 323-337.
Mulia, D. (2019). The Differences in Risk Perception between Millennials and Baby Boomers in Online Transactions. Journal Management, 23(3), 375-392.
Nancarrow, C., Nancarrow, P., & Page, J. (2002). An analysis of the concept of cool and its marketing implications. Journal of Consumer Behaviour: An International Research Review, 1(4), 311-322.
National Statistical Office. (2020). Demography Population and Housing statistics. Retrieved
April 14, 2022, from http://statbbi.nso.go.th/staticreport/page/sector/en/01.aspx
O'Cass, A., & Frost, H. (2002). Status brands: examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of product & brand management, 11(2), 67-88.
Ordun, G. (2015). Millennial (Gen Y) consumer behavior their shopping preferences and perceptual maps associated with brand loyalty. Canadian Social Science, 11(4), 40-55.
Parment, A. (2013). Generation Y vs. Baby Boomers: Shopping behavior, buyer involvement and implications for retailing. Journal of retailing and consumer services, 20(2), 189-199.
Piamphongsant, T., & Mandhachitara, R. (2008). Psychological antecedents of career women's fashion clothing conformity. Journal of Fashion Marketing and Management: An International Journal, 12(4), 438-455.
Pina, R., & Dias, Á. (2021). The influence of brand experiences on consumer-based brand equity. Journal of Brand Management, 28, 99-115.
Pol, G., Yin, E., & Tellis, G. (2020). Consumer Interpretations of Product Coolness Across Three Cultures. ACR North American Advances, 48, 1048-1051.
Pornsrimate, K., & Khamwon, A. (2021). How to convert Millennial consumers to brand evangelists through social media micro-influencers. Innovative Marketing, 17(2), 18-32.
Pountain, D., & Robins, D. (2000). Cool Rules: Anatomy of an Attitude. London: Reaktion.
Punj, G.N., & Hillyer, C.L. (2004). A cognitive model of customer-based brand equity for frequently purchased products: Conceptual framework and empirical results. Journal of Consumer Psychology, 14(1-2), 124-131.
Rahman, K. (2013). “Wow! It's cool”: the meaning of coolness in marketing. Marketing Intelligence & Planning, 31(6), 620-638.
Rahman, M.S., Hossain, M.A., Hoque, M.T., Rushan, M.R.I., & Rahman, M.I. (2020). Millennials’ purchasing behavior toward fashion clothing brands: influence of brand awareness and brand schematicity. Journal of Fashion Marketing and Management: An International Journal, 25(1), 153-183.
Ramaseshan, B., & Stein, A. (2014). Connecting the dots between brand experience and brand loyalty: The mediating role of brand personality and brand relationships. Journal of Brand Management, 21, 664-683.
Raptis, D., Bruun, A., Kjeldskov, J., & Skov, M.B. (2017). Converging coolness and investigating its relation to user experience. Behaviour & Information Technology, 36(4), 333-350.
Ridhani, M. F., & Roostika, R. (2020, January). Perceived Coolness in the Heritage Tourism: A Case Study in PT. Taman Wisata Candi. In 17th International Symposium on Management (INSYMA 2020) (pp. 383-389). Atlantis Press.
Rovinelli, R.J., & Hambleton, R.K. (1977). On the use of content specialists in the assessment of criterion referenced test item validity. Dutch Journal of Educational Research, 2, 49-60.
Runyan, R.C., Noh, M., & Mosier, J. (2013). What is cool? Operationalizing the Construct in an Apparel Context. Journal of Fashion Marketing and Management: An International Journal, 17(3), 322-340.
Sarioğlu, C.I. (2020). A conceptual framework for brand coolness and bibliometric analysis. Economic agents, 27, 480-492.
Schembri, S. (2009). Reframing brand experience: The experiential meaning of Harley–Davidson. Journal of Business Research, 62(12), 1299–1310.
Schumacker, R.E., & Lomax, R.G. (2010). A beginner's guide to structural equation modeling. 3rd ed. New York: Routledge/Taylor and Francis Group.
Serras, S.A.L. (2020). Exploiting the impact of user-generated content on brand coolness and consumer brand engagement: A text-mining approach. Lisbon: Iscte University Institute of Lisbon.
Shi, B., Xu, Q., & Sun, Z. (2021). Optimal pricing and production decisions of fashion apparel brands in a two-stage sales setting. International Transactions in Operational Research, 28(2), 738-763.
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