Abstract
Due to the intense competition in market place, customers nowadays are exposed to several brands from across the globe. Building the brand equity becomes an important source of differentiation. It is widely recognized the important role of brand image in establishing brand awareness and brand attitude. Numbers of research are still debating on relationship among the dimensions of brand equity and yet no conclusive decision has been made. The purpose of the research is to investigate the relationship among the dimensions of brand equity and propose a model that predicts the purchase intention in fashion industry. The result confirms the casual relationship among the dimensions of brand equity. Interestingly perceived quality rather than brand image has stronger impact on brand loyalty and brand loyalty rather than perceived quality has stronger impact on purchase intention. This study contributes the original model of customer based brand equity of Aaker by introducing brand image as one of the assets to measure the brand equity concept. Strategic guidelines are provided to managers in building the brand loyalty.
Highlights
The influence of globalization and intensive efforts from media advertising makes several foreign brands popular in Asia countries (Chada & Husband, 2006)
The findings reveal that brand awareness, brand image, perceived quality, and brand loyalty are the dimensions of brand equity
It further proved that there is a casual relationship among the dimensions of brand equity and each dimension has special affect on purchase intention of Malaysian consumers in fashion industry
Summary
The influence of globalization and intensive efforts from media advertising makes several foreign brands popular in Asia countries (Chada & Husband, 2006). The existence of different fashion clothing brands from West to Asia is considerable topic in marketing. Having a well known brand image could assist the brand to create an uniqueness in marketplace (Aaker, 1996), encourage greater intermediary co-operation, increase the chance for further brand extension and increase the profit margins, (Delgado-Ballester & Munuera-Aleman, 2005). It is crucial for the firms to differentiate their product in terms of brand equity (Bennett & Rundle-Thiele, 2005). According to Aaker (1991), original model of customer based brand equity involved five dimensions-brand awareness, brand associations, brand loyalty, perceived quality, and other proprietary assets. Keller (1993) evaluates the brand equity in terms of two dimensions-brand awareness and brand image
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