Impact of fashion innovativeness on consumer-based brand equity

Abstract

Purpose

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite fashion-related brands, the contribution of these dimensions to lovemarks (brand love and respect) and lovemarks’ consequent effect on brand loyalty.

Design/methodology/approach

A Web-based survey was conducted using a national sample of 2,492 US male and female consumers between the ages of 18 and 76. Structural equation modeling tested the hypotheses.

Findings

Results indicated positive, statistically significant associations between the six variables. Among the three brand image dimensions, sensory associations exhibited the strongest relationship with FI, whereas lovemarks displayed stronger relationships with cognitive and affective associations. Lovemarks affected loyalty toward fashion-related brands.

Research limitations/implications

The survey of the US consumers and the focus on fashion-related brands may limit the generalizability of the findings. This empirical study illustrated how FI impacts an extended consumer-based brand equity model.

Practical implications

Fashion-related brand managers should not only promote pleasant sensory associations to attract those with a high level of FI but also promote cognitive and affective associations to foster lovemarks (high brand love and respect) to achieve the end goal of customer loyalty.

Originality/value

Even though consumers with a high level of FI may contribute significantly to long-term brand success, past research has not explored the relationship between FI and the factors that lead to consumer-based brand equity. The present study is the first to examine the role of FI in fostering brand equity.

Citation

Cho, E., Fiore, A.M. and Yu, U.-J. (2018), "Impact of fashion innovativeness on consumer-based brand equity", Journal of Consumer Marketing, Vol. 35 No. 3, pp. 340-350. https://doi.org/10.1108/JCM-01-2017-2066