Abstract
Almost every marketing and management activity works, successfully or unsuccessfully, to build, manage, and exploit brand equity (Yoo & Donthu, 2001). A strong brand with positive brand equity has several advantages such as higher margins, brand extension opportunities, more powerful communication effectiveness, higher consumer preferences and purchase intentions (Buil, Chernatony, & Martínez, 2008). Fast fashion has experienced a decade of blistering growth and is fast becoming the way of the retail world as more and more brands move to the model and work on ways to improve operational strategies (Donaldson, 2013). Fast fashion provides the latest fashion trends along with agile response to consumer demand with reasonable prices (Jin, Chang, Matthews, & Gupta, 2012). Fast fashion’s target market is large population of mobile young people – the target for fashionable fast fashion clothes. This study aims to understand the nature of the relationships among the various dimensions of consumer-based brand equity in the fast fashion brands context.
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