Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion
Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion
复制标题
检查品牌资产维度之间的关系：来自快时尚的经验证据
DOI：
10.1108/apjml-01-2015-0004
复制
发表时间：
2016
影响因子：
3.7
通讯作者：
Jin Su
中科院分区：
文献类型：
--
作者：
Jin Su
目的
- 本文的目的是了解快速时尚背景下的品牌资产维度之间的相互关系的性质。
设计/方法/方式
- 以美国419名快时尚消费者为研究对象，采用结构方程模型研究了品牌资产各维度之间的关系。
结果
- 研究结果表明：品牌知名度对品牌个性和感知价值有显著的正向直接影响;品牌个性对感知质量和感知价值有显著的正向直接影响;品牌知名度、感知质量和感知价值分别对品牌忠诚有显著的正向直接影响。
独创性/价值
- 本研究将品牌资产模型应用于快速时尚产业，并通过对实际消费者的调查，对品牌资产各维度之间的相互作用进行了深入的实证研究。在过去的十年中，快速时尚已经成为全球时尚产业的一个重要特征，了解品牌资产的要素及其相互关系为营销从业者制定鼓励品牌资产增长的战略提供了重要的见解。
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.