Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference

Vogel, Areti T.; Watchravesringkan, Kittichai

doi:10.1108/jpbm-07-2016-1257

Cited by 26 publications

(20 citation statements)

References 79 publications

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“…We assumed the presence of environmental concern and pro-environmental beliefs as antecedents for attitude and perceived consumer effectiveness. However, recent research found that consumers purchase sustainable goods also for reasons of reinforcing themselves, to signal uniqueness and due to a sense of empowerment through avoiding status or mass-produced goods (Bly et al, 2015;Dopico and Porral, 2012;Ferraro et al, 2016;Vogel and Watchravesringkan, 2017). As these factors are already known to be powerful players in fashion consumption, they should be incorporated when investigating sustainable consumer behaviour in the fashion context as well.…”

Section: Discussionmentioning

confidence: 99%

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

Neumann

Martinez

2020

SAMPJ

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Purpose This study aims to test for factors affecting environmental sustainability and purchase intention in the fashion industry. Accordingly, the authors developed a framework that depicts the relationships between perceptions of social responsibility, consumer attitude, trust, purchase intention and perceived consumer effectiveness. Design/methodology/approach An online survey was conducted with an internationally diverse sample of 216 consumers. Data were analysed using partial least squares structural equation modelling. Findings The results indicated that perceptions of social responsibility directly affect consumers’ attitudes towards these fashion brands, as well as trust and perceived consumer effectiveness. Also, consumers need to perceive sustainability efforts of these brands as altruistic, and trust was found to be a direct predictor of purchase intention. However, both consumer attitude and perceived consumer effectiveness did not predict purchase intention. Research limitations/implications The survey was primarily distributed to young people. Therefore, a generalisation of the findings to other age groups might be limited. Practical implications Practicing managers should emphasise the fact that environmental sustainability and fast fashion brands could be sustainable to increase trust among consumers. Social implications When it comes to environmental issues, positive perceptions regarding the companies’ social responsibility efforts are vital to enhance both consumers’ trust towards the brands and their individual feeling of empowerment. Originality/value This study intends to shed light on the key elements that shape consumers’ attitudes and willingness to purchase green apparel.

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Section: Discussionmentioning

confidence: 99%

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

Neumann

Martinez

2020

SAMPJ

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“…For this reason, companies consider customer loyalty as the main source of competitive advantage. As a result, many minimarkets use loyalty programs to improve business, maintain and improve their relationships with customers [15].…”

Section: Customer Loyaltymentioning

confidence: 99%

The Influence of Corporate Image and Promotion on Customer Satisfaction towards Loyalty

Aditya¹,

Dahlan²,

Marta³

et al. 2020

The Proceedings of the 4th International Conference of Social Science and Education, ICSSED 2020, August 4-5 2020, Yogyakarta,

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This study analyzes of the effect of image and promotion on customer loyalty mediated by customer satisfaction (a study of Alfamart minimarket customers in Tangerang). The research problem proposed refers to some previous research and the existence of a research gap from previous research. Five hypotheses have been formulated and a model has been developed to answer this research problem. The sampling technique is the quota sampling method. Respondents from this study amounted to 252 respondents, where the respondents are Alfamart minimarket customers in Tangerang, who have spent at least 2 times in the last 3 months. The analytical tool used is Statistical Product and Service Solutions (SPSS). The analysis results of this study's data indicate the model and the results of the study can be well received. The results of this study prove that the image and promotion of positive and significant effect on customer loyalty show that customer satisfaction is proven to positively moderate the effect of independent variables on the dependent variable in this study.

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“…For instance, Godey et al (2016) divided CBBE in brand awareness and brand image. Chahal and Rani (2017) considered brand awareness, brand image and brand loyalty as the dimensions of brand equity; Sasmita and Norazah Mohd Suki (2015) used brand awareness, brand loyalty, perceived quality of brand and brand association; Guzmán and Davis (2017) employed brand awareness, brand quality, and brand loyalty; and Vogel and Watchravesringkan (2017) reviewed brand associations, brand image, perceived quality and brand credibility. Among the different approaches, most researchers highlighted that CBBE combines two main components, namely, brand awareness and brand loyalty (Poulis et al, 2018).…”

Section: Customer-based Brand Equity (Cbbe)mentioning

confidence: 99%

Brand equity in social media-based brand community

Hoang

Wang

Ngo

et al. 2019

MIP

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Purpose The purpose of this paper is to examine the effects of social media-based brand community (SMBBC) markers on customer-based brand equity (CBBE). Moreover, this research evaluates the mediating effect of brand community commitment and the moderating effect of customer gender. Design/methodology/approach This research collected data from a questionnaire survey with participants who are members of the Xiaomi Community in Vietnam on Facebook (XCVF). Finally, 512 valid and usable questionnaires were tested by applying the structural equation modeling approach. Findings On the basis of social identity theory, results showed that three components of brand community markers significantly affect two aspects of CBBE. Moreover, brand community commitment plays a mediating role in the relationship of shared consciousness, ritual and traditions, and CBBE. In addition, the influence of SMBBC on CBBE is stronger for women than for men. Research limitations/implications The sample selected is limited to only members of XCVF, so the results may have an inadequate view in comparison with other brand communities. This research can eliminate other important variables that can contribute to this relationship. Originality/value This research is among the first studies that have focused on the importance of SMBBC markers on CBBE, the mediating role of brand community commitment and the moderating effect of customer gender.

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Consumer evaluations of trend imitation: brand equity, consumer attitudes and preference

Cited by 26 publications

References 79 publications

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

Sustainability efforts in the fast fashion industry: consumer perception, trust and purchase intention

The Influence of Corporate Image and Promotion on Customer Satisfaction towards Loyalty

Brand equity in social media-based brand community

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