Building local fashion brand equity for young consumers
- 10.2991/insyma-18.2018.41How to use a DOI?
- brand equity, brand equity dimensions, young consumers, local brand
The purpose of this study was to examine the effect of brand awareness, perceived quality of the brand, brand association, brand loyalty, and brand image on the brand equity of local fashion brand among young consumers in Surabaya. Data from 215 undergraduate students were analyzed using Structural Equation Model (SEM) via the Statistical Package for Social Sciences computer program version 18 and Lisrel version 8.7. Respondents were randomly drawn from the full time students of various universities in Surabaya city, Indonesia. Based on test results, it was found that all variables have positive and significant impact on brand equity. Thus, all hypotheses are supported. In this study, brand association predominantly affects brand equity. The implication of these results would help the company as the manufacturer to formulate strategies to enhance their brand equity in order to obtain competitive advantage and market expansion, especially through social media and e WOM.
- © 2018, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Mega Melina Dewi AU - Dudi Anandya AU - Christina Rahardja Honantha PY - 2018/03 DA - 2018/03 TI - Building local fashion brand equity for young consumers BT - Proceedings of the 15th International Symposium on Management (INSYMA 2018) PB - Atlantis Press SP - 166 EP - 169 SN - 2352-5398 UR - https://doi.org/10.2991/insyma-18.2018.41 DO - 10.2991/insyma-18.2018.41 ID - MelinaDewi2018/03 ER -