Abstract
Malaysian Fashion Brands (MFBs) have faced fierce competitions in fast fashion industry coming from short production-cycle and international fashion brands which have mushroomed every major shopping malls across Malaysia. MFBs cannot position themselves as a leader in mass-production category and being perceived low in equity. This study explores on Consumer-based Model (CBM) adapted from Keller’s Consumer-based brand equity (CBBE) Model (1993) to build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects meanwhile, Community Engagement has low to none moderating effects thus, weakening the relationships between IVs and DV. Overall, MFBs are perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’ sustainable advantage.
Highlights
The ultimate goal of this study is examining whether Consumer-oriented Approach (COA) could give positive impacts as sustainable advantage of Malaysian home-grown brands (MHBs) in the marketplace
Consumer-oriented Approach has insignificant direct impacts in causal relationships between the predictor and outcome variables, indicating MHBs marketing-mix approaches are not cognitively building Strong Brand Equity through knowledge built in the preditor variables
The ultimate goal of this study is examining whether COA could give positive impacts as sustainable advantage of MHBs in the marketplace
Summary
1. Brand Loyalty is a full mediator to exogenous and endogenous constructs. The results give valuable insights from consumers’ perspectives towards the level of loyalty to predict the outcome variable. 2. Community Engagement has low to none moderating effects as it weakens the relationships between the constructs. Community Engagement has low to none moderating effects as it weakens the relationships between the constructs Indicate both online and offline interactivities cannot assist in strengthening the consumer-consumer and consumerbrand relationships to build Strong Brand Equity. 3. Consumer-oriented Approach has insignificant direct impacts in causal relationships between the predictor and outcome variables, indicating MHBs marketing-mix approaches are not cognitively building Strong Brand Equity through knowledge built in the preditor variables. MHBs are not perceived having high equity values as consumers not preferring to choose them as their brands of choice
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