This study was conducted with the aim of identifying the factors shaping brand coolness among Iranian consumers and explaining its consequences qualitatively. Grounded Theory was used for the categorization and analysis of the data. Data were collected through semi-structured, in-depth interviews with consumers residing in Tehran and Karaj between autumn 2025 and spring 2026. Sampling was initially purposive and subsequently theoretical, and data collection and analysis continued until theoretical saturation was achieved, resulting in a total of 22 interviews. The analysis yielded 42 initial codes, which were subsequently consolidated into 10 concepts and ultimately organized into 4 main categories.
The findings revealed that the perception of brand coolness is shaped by two antecedent categories: Self–Other Pattern and Premium Brand Coherence. The former refers to the influence of Other-Oriented Evaluation and Brand-Centered Self-Concept in consumers’ assessment of brands, whereas the latter reflects the integration of Brand Worthiness, Brand Integrity, and Brand Vitality. The perception of brand coolness generates consequences in the form of Brand Consumption Adaptation and Brand Expression Ecosystem. Brand Consumption Adaptation is reflected in a VIP-like interaction with the brand, manifested through purchasing and consumption behaviors, replacement of previously used brands, immediate purchase, delayed purchase or borrowing to obtain the brand, conspicuous consumption, willingness to pay a premium, repeat purchase, and emotional preservation of the brand. Furthermore, within the Brand Expression Ecosystem, consumers experience positive emotions such as self-confidence, excitement, satisfaction, a sense of uniqueness, and self-worth. They also engage in the social expression of the brand through sharing brand-related experiences on social media and through both online and offline word-of-mouth communication.
The findings suggest that strengthening perceptions of brand coolness requires brands to create distinctive consumption experiences, facilitate self-expression, and reinforce social validation. Maintaining consistent quality, preserving product superiority, and introducing updated product versions can enhance consumers’ willingness to repurchase and pay higher prices. In addition, attractive product and packaging design, the creation of exciting consumption experiences, and opportunities for consumers to display and share their experiences on social media can reinforce positive emotions and social brand expression, thereby stimulating word-of-mouth communication and enhancing perceptions of the brand as a cool brand.