Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion

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.

Citation

Su, J. (2016), "Examining the relationships among the brand equity dimensions: Empirical evidence from fast fashion", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 3, pp. 464-480. https://doi.org/10.1108/APJML-01-2015-0004