Exploring the Relationships among the Dimensions of Fast Fashion Consumer-Based Brand Equity

dc.contributor.author Su, Jin
dc.date 2018-10-19T16:13:40.000
dc.date.accessioned 2020-06-30T05:32:32Z
dc.date.available 2020-06-30T05:32:32Z
dc.date.issued 2014-01-01
dc.description.abstract <p>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.</p>
dc.identifier archive/lib.dr.iastate.edu/itaa_proceedings/2014/presentations/66/
dc.identifier.articleid 2881
dc.identifier.contextkey 11986862
dc.identifier.s3bucket isulib-bepress-aws-west
dc.identifier.submissionpath itaa_proceedings/2014/presentations/66
dc.identifier.uri https://dr.lib.iastate.edu/handle/20.500.12876/50647
dc.source.bitstream archive/lib.dr.iastate.edu/itaa_proceedings/2014/presentations/66/2014_ITAA_CB_037.pdf|||Sat Jan 15 01:25:35 UTC 2022
dc.subject.disciplines Fashion Business
dc.subject.keywords Brand equity
dc.subject.keywords consumer
dc.subject.keywords fast fashion
dc.title Exploring the Relationships among the Dimensions of Fast Fashion Consumer-Based Brand Equity
dc.type event
dc.type.genre event
dspace.entity.type Publication
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