<p>Celebrity-owned brands (COB) and brand coolness (BC) are revolutionizing the branding landscape. BC has emerged as a pivotal determinant of consumer aspiration, profoundly altering companies’ fortunes, and there has been a growing trend of COB where celebrities create their own brands, utilizing their popularity. Given the nuanced context-specific nature of coolness and recognizing the interdependence between celebrities and brands, our qualitative investigation delves into the novel phenomenon termed “celebrity-owned brand coolness.” Adopting tight and loose (TL) cultural contexts, we offer a framework that provides insights into the characteristics, drivers, consequences, and contingencies associated with COB coolness. Drawing on balance theory and the meaning transfer model (MTM), we highlight the triadic relationship of celebrity, COB, and consumer in shaping COB coolness. We identify three drivers—celebrity capital, customer advocacy, and COB engagement, and highlight marketing mix elements as contingencies. We focus on brand experience as a consequence while emphasizing consumer differences as a contingency in creating brand experience.</p>