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This thesis examines the complex relationship between impulsive buying behavior,perceptions of brand "coolness," and their impact on Generation Z consumers. Datacollected from 11 semi-structured interviews reveals that witnessing impulsive purchasesonline can have both positive and negative effects on a brand's perceived coolness.

Key factors in this dynamic include the allure of community and a desire for socialvalidation. Using the Stimulus-Organism-Response (SOR) framework, impulsivepurchase posts (User-Generated content) act as stimuli, triggering emotional responsesthat influence brand perception. Consumers are more likely to make impulsive purchasesfrom brands they consider cool as a means of aligning themselves with a desirable imageor group. However, excessive exposure to impulsive buying posts can undermine abrand's exclusivity and diminish its cool factor.

The study finds that coolness is inherently subjective, with individual interviewees' valuesand experiences shaping their responses. Brands that prioritize community, authenticity,and a carefully cultivated sense of exclusivity are best positioned to navigate the complexrelationship between impulsive purchase behavior and overall brand perception.