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Abstract
This study aims to examine the relationship between brand coolness, brand satisfaction, and brand equity within the context of Bali as a tourist destination. Questionnaires from 300 domestic tourists visiting Bali, Indonesia, were collected. Using path analysis, the data were evaluated. According to the findings of the study, brand coolness has an influence on brand satisfaction. Furthermore, brand coolness, directly and indirectly, influences brand equity through brand satisfaction. This study is expected to contribute to destination marketing literature and be used as a strategy to enhance the competitiveness of the city.