Examining the relationships among the brand equity dimensions

Examining the relationships among the brand equity dimensions Purpose– The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach– Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings– The findings reveal that brand awareness has a significant and positive direct impact on brand personality and perceived value; brand personality has a significant and positive direct effect on perceived quality and perceived value; and brand awareness, perceived quality and perceived value have a significant and positive direct effect on brand loyalty, respectively. Originality/value– Applying the brand equity model in the fast fashion industry and surveying actual consumers, the research provides in-depth empirical evidence of the interactions among the brand equity dimensions. Since fast fashion has become a key feature of the global fashion industry over the last decade, understanding the elements of brand equity and the inter-relationships among them provides important insights to marketing practitioners to develop strategies which encourage the growth of brand equity. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

Examining the relationships among the brand equity dimensions

Asia Pacific Journal of Marketing and Logistics, Volume 28 (3): 17 – Jun 13, 2016

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1355-5855
DOI
10.1108/APJML-01-2015-0004
Publisher site
See Article on Publisher Site

Abstract

Purpose– The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach– Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings– The findings reveal that brand awareness has a significant and positive direct impact on brand personality and perceived value; brand personality has a significant and positive direct effect on perceived quality and perceived value; and brand awareness, perceived quality and perceived value have a significant and positive direct effect on brand loyalty, respectively. Originality/value– Applying the brand equity model in the fast fashion industry and surveying actual consumers, the research provides in-depth empirical evidence of the interactions among the brand equity dimensions. Since fast fashion has become a key feature of the global fashion industry over the last decade, understanding the elements of brand equity and the inter-relationships among them provides important insights to marketing practitioners to develop strategies which encourage the growth of brand equity.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Jun 13, 2016

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