Causal Relationships among Dimensions of Consumer-Based Brand Equity and Purchase Intention: Fashion Industry

Abstract

Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the relationship among the dimensions of brand equity and propose a model that predicts the purchase intention in fashion industry. The result confirms the casual relationship among the dimensions of brand equity. Interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. This study contributes the original model of customer based brand equity of Aaker by introducing brand image as one of the assets to measure the brand equity concept. Strategic guidelines are provided to managers in building the brand loyalty.

Las redes sociales y su efecto sobre la confianza en las tiendas online.

“…De igual forma, diversos estudios (e.g. Wang y Hwang, 2001; Khan et al, 2015) han mostrado la relación existente entre la notoriedad de una marca y la calidad percibida del producto o servicio comercializado.…”

Analisa Pengaruh Brand Rejuvenationterhadap Pembentukan Purchase Intention Dengan Brand Imagesebagai Variabel Intervening Pada Tepung Premiks Chesa Box Pt. Ism Bogasari Flour Mills

“…ISM Bogasari FM. Hasil ini sesuai dengan hasil penelitian yang pernah dilakukan oleh Wang dan Tsai (2014) dan Khan et al, (2015) mengenai hubungan antara brand image dalam menumbuhkan purchase intention. Semakin baik sebuah brand image baik dari segi intrinsik maupun eksintrik, maka konsumen akan memiliki minat mencoba bahkan membeli (Zeithaml, 1988).…”

The Influence of Involvement and Awareness on UAE Women Attitude Towards Fashion Clothing

“…Women are more sensitive to clothing needs and possess a greater clothing awareness than men (Adjei et al, 2006). Khan et al (2015) asserted that brand awareness should be an important aim of marketing program of fashion companies. While Delong et al (2004) considered that if the consumers have knowledge about the brand, they appear to recognize it.…”

“…Fashion involvement was measured by using 6 items from O'Cass's (2000) and (Belton & Clinton, 2007). While for fashion awareness, it was also measured by 6 items from Khan et al (2015) and Wiedmann et al (2009). In order to ensure the fittingness of the instrument it was pilot tested on a sample of students and the results indicated that the instrument is ready for further analysis.…”