Determinants of brand equity towards fashion clothing in China

Theories on branding have discussed consumer-based brand equity concept resulting in a general brand equity model. However, there is a lack of empirical studies in different contexts to substantiate the model. Based on the reviewed literature, previous studies have not addressed the general consumer...

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Main Author:	He, Shuai
Format:	Thesis
Language:	English
Published:	2016
Subjects:	HD28 Management Industrial Management
Online Access:	http://eprints.utm.my/id/eprint/81025/1/HeShuaiMFM2016.pdf
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id	my-utm-ep.81025
record_format	uketd_dc
spelling	my-utm-ep.810252019-07-24T03:06:03Z Determinants of brand equity towards fashion clothing in China 2016-07 He, Shuai HD28 Management. Industrial Management Theories on branding have discussed consumer-based brand equity concept resulting in a general brand equity model. However, there is a lack of empirical studies in different contexts to substantiate the model. Based on the reviewed literature, previous studies have not addressed the general consumer-based brand equity model in the mass fashion clothing sector of China. This study examined the relationships between the dimensions (brand awareness, perceived quality, brand associations and brand loyalty) as well as the mediating effect of brand loyalty on the relationship between dimensions (brand awareness, perceived quality and brand associations) and overall brand equity. Questionnaires were distributed through convenience sampling method to select samples located at two large shopping malls in Beijing, and 200 questionnaires were collected and useable for data analysis. Regression methods were used to test the relationships between the variables. The findings showed that brand awareness has a significant effect on perceived quality and brand associations. Besides that, brand loyalty has a significant effect on the overall brand equity. Moreover, brand awareness, perceived quality and brand associations were all critical determinants of brand loyalty. Finally, brand loyalty mediated the relationships between these dimensions (brand awareness, perceived quality and brand associations) and overall brand equity. This study has contributed empirically as it has justified the general consumer-based brand equity model by reexamining the relationships between the variables of the model based on empirical data obtained from the mass fashion clothing industry of China. 2016-07 Thesis http://eprints.utm.my/id/eprint/81025/ http://eprints.utm.my/id/eprint/81025/1/HeShuaiMFM2016.pdf application/pdf en public http://dms.library.utm.my:8080/vital/access/manager/Repository/vital:120273 masters Universiti Teknologi Malaysia, Faculty of Management Faculty of Management
institution	Universiti Teknologi Malaysia
collection	UTM Institutional Repository
language	English
topic	HD28 Management Industrial Management
spellingShingle	HD28 Management Industrial Management He, Shuai Determinants of brand equity towards fashion clothing in China
description	Theories on branding have discussed consumer-based brand equity concept resulting in a general brand equity model. However, there is a lack of empirical studies in different contexts to substantiate the model. Based on the reviewed literature, previous studies have not addressed the general consumer-based brand equity model in the mass fashion clothing sector of China. This study examined the relationships between the dimensions (brand awareness, perceived quality, brand associations and brand loyalty) as well as the mediating effect of brand loyalty on the relationship between dimensions (brand awareness, perceived quality and brand associations) and overall brand equity. Questionnaires were distributed through convenience sampling method to select samples located at two large shopping malls in Beijing, and 200 questionnaires were collected and useable for data analysis. Regression methods were used to test the relationships between the variables. The findings showed that brand awareness has a significant effect on perceived quality and brand associations. Besides that, brand loyalty has a significant effect on the overall brand equity. Moreover, brand awareness, perceived quality and brand associations were all critical determinants of brand loyalty. Finally, brand loyalty mediated the relationships between these dimensions (brand awareness, perceived quality and brand associations) and overall brand equity. This study has contributed empirically as it has justified the general consumer-based brand equity model by reexamining the relationships between the variables of the model based on empirical data obtained from the mass fashion clothing industry of China.
format	Thesis
qualification_level	Master's degree
author	He, Shuai
author_facet	He, Shuai
author_sort	He, Shuai
title	Determinants of brand equity towards fashion clothing in China
title_short	Determinants of brand equity towards fashion clothing in China
title_full	Determinants of brand equity towards fashion clothing in China
title_fullStr	Determinants of brand equity towards fashion clothing in China
title_full_unstemmed	Determinants of brand equity towards fashion clothing in China
title_sort	determinants of brand equity towards fashion clothing in china
granting_institution	Universiti Teknologi Malaysia, Faculty of Management
granting_department	Faculty of Management
publishDate	2016
url	http://eprints.utm.my/id/eprint/81025/1/HeShuaiMFM2016.pdf
_version_	1747818294638804992

Determinants of brand equity towards fashion clothing in China

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