... behavior remain understudied, especially in emerging economies. Grounded in stimulus-organism-response theory and the brand equity model, this study examines how SMMA influence brand awareness, brand image and brand value and, in turn, consumers repurchase intentions for fast fashion brands. Design...

...Paula Rodrigues; Francisco Vitorino Martins Purpose The purpose of this paper is to propose a brand equity measurement model in the consumers’ mind. The measurement model separates the perceptual component of the behaviour component of individuals in their preferences for brands...

... in accordance with the customer‐based brand equity hierarchy. In addition, by comparing two rivaling fashion brands, this study seeks to empirically depict the exclusivity of the Korean apparel market. Design/methodology/approach Based on three studies conducted in South Korea, the fashion‐brand experience...

...Hyun‐Joo Lee; Archana Kumar; Youn‐Kyung Kim Purpose The purpose of this study is to examine effects of gender, need for uniqueness, and attitudes toward American products on dimensions of brand equity for a US and local apparel brand in the Indian market. Design/methodology/approach Three...

...Gail Taylor; Xiao Tong; Jana M. Hawley Purpose This paper aims to explore the effectiveness of eight selected marketing activities in creating brand equity in the Chinese clothing market. Design/methodology/approach A shopping centre intercept survey is conducted to collect data in the two...

...Jaehee Jung; Eunyoung Sung Purpose The purpose of this study is to measure and compare the consumer‐based brand equity of apparel products by three consumer groups across cultures – Americans in the USA, South Koreans in the USA, and South Koreans in Korea. Also examined was cross‐cultural effects...