IMPACTS OF BRAND AWARENESS AND BRAND RESPONSES VIA BLOG PAGE ON MILLENNIAL’S BLOG ENGAGEMENT: IMPLICATIONS TO THE FASHION INDUSTRY

2016 ◽  
Author(s):  
Linh Le ◽  
Jiyoung Kim
Keyword(s):  
Brand Awareness ◽  
Fashion Industry

Examining the relationships among the brand equity dimensions

2016 ◽  
Vol 28 (3) ◽  
pp. 464-480 ◽  
Author(s):  
Jin Su
Keyword(s):  
Direct Effect ◽  
Brand Equity ◽  
Brand Personality ◽  
Perceived Value ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Fashion Industry ◽  
Fast Fashion ◽  
Content Type ◽  
Positive Direct

Purpose – The purpose of this paper is to understand the nature of the inter-relationships among brand equity dimensions in the fast fashion context. Design/methodology/approach – Based on the empirical data collected from 419 fast fashion consumers in the USA, the study investigated the inter-relationships among the various brand equity dimensions by structural equation modeling. Findings – The findings reveal that brand awareness has a significant and positive direct impact on brand personality and perceived value; brand personality has a significant and positive direct effect on perceived quality and perceived value; and brand awareness, perceived quality and perceived value have a significant and positive direct effect on brand loyalty, respectively. Originality/value – Applying the brand equity model in the fast fashion industry and surveying actual consumers, the research provides in-depth empirical evidence of the interactions among the brand equity dimensions. Since fast fashion has become a key feature of the global fashion industry over the last decade, understanding the elements of brand equity and the inter-relationships among them provides important insights to marketing practitioners to develop strategies which encourage the growth of brand equity.

scholarly journals The impact of social media activities on raising brand awareness during the COVID-19 pandemic

2021 ◽  
Vol 26 (2) ◽  
pp. 295-310
Author(s):  
Visar Rrustemi ◽  
Granit Baca
Keyword(s):  
Social Media ◽  
Factor Analysis ◽  
Regression Analysis ◽  
Confirmatory Factor Analysis ◽  
Quantitative Methods ◽  
Brand Awareness ◽  
Fashion Industry ◽  
Statistical Software ◽  
Confirmatory Factor ◽  
The Impact

The aim of this research is to identify social media activities that affect the increase of brand awareness in the fashion industry in Kosovo. The research considers five different social media activities (advertising, influencers, sharing, entertainment, and interaction), and to the best knowledge of the authors, this is the first experiment to consider these factors all together, as well as the first one addressing brand awareness in Kosovo. Quantitative methods were used on a sample of 224 respondents, including confirmatory factor analysis and regression analysis. The analysis was conducted by using the AMOS statistical software. The findings indicate that activities, such as interaction and advertising, have a significant impact on brand awareness, unlike entertainment, sharing, and influencers’ behaviour. The findings provide marketers with recommendations regarding social media activities and the challenges that must be considered before they are implemented.

RELATIONSHIP BETWEEN BRAND EQUITY AND CONSUMER PURCHASE DECISION

2019 ◽  
Vol 1 (1) ◽  
pp. 58 ◽  
Author(s):  
Fadilah Siali ◽  
Pang Jiayi ◽  
Mahani Mohammad Abdul Shakur ◽  
Siti Aisyah Ya'kob
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Perceived Quality ◽  
Brand Awareness ◽  
Purchase Decision ◽  
Fashion Industry ◽  
Urban Streets ◽  
Brand Association ◽  
Equity Model ◽  
The Relationship

Footwear has immense effects on the fashion industry and goes beyond fashion to cater to other functions such as sports, office, urban streets and technical outdoor. The objective of the study is to discover the relationship between brand equity and consumer purchase decision in an international brand of footwear. There are four elements in the brand equity model which are brand awareness, perceived quality, brand association, and brand loyalty. A total of 384 young adults participated in this study. In order to test the hypotheses, correlation coefficient was applied to identify the relationship between brand equity elements and consumer purchase decision in an international brand of footwear. The results suggest a noteworthy relationship between brand equity and purchase decision and the most significant determinant of brand equity is perceived quality. Hence, sustainable brand equity is significantly associated with consumer purchase decision in an international brand of footwear. 

scholarly journals Factors Shaping Brand Awareness of Sumba Weaving Products in a Phenomenological Perspective

2021 ◽  
Vol 13 (2) ◽  
pp. 302
Author(s):  
Wulan Purnama Sari ◽  
Mei Ie Mei Ie ◽  
Hetty Karunia Tunjungsari
Keyword(s):  
Focus Group ◽  
Focus Group Discussion ◽  
Word Of Mouth ◽  
Group Discussion ◽  
Woven Fabrics ◽  
External Factors ◽  
Brand Awareness ◽  
Fashion Industry ◽  
Phenomenological Perspective ◽  
Internal And External Factors

The fashion industry is included in the top three creative industry sectors in Indonesia. The development of the fashion industry is also supported by various parties and is also enlivened by the distinctive fashion of Indonesian traditional fabrics. Several traditional Indonesian fabrics, such as batik, lurik, Lombok songket have successfully penetrated the international market, so the opportunity to continue developing the fashion industry with traditional fabrics is still large. One of them is to use a typical Sumba woven cloth which is not gaining popularity with Sumba as a tourist destination. Therefore, this research was conducted with the aim of digging deeper into the factors that shape the brand awareness of Sumba woven fabrics. This research was conducted using a qualitative approach and phenomenological methods, with data collection using the Focus Group Discussion (FGD) technique. The results showed that the factors that formed brand awareness of Sumba woven fabrics were divided into two, namely internal and external factors. Internal factors are factors that come from the product itself, such as motif, price, color, age of fabric, quality, craftsmen. While external factors come from outside the product, including the power of word of mouth, organizing events (exhibitions), government involvement (regional and central), and showing the identity of the wearer. Industri fashion termasuk dalam tiga besar sektor industri kreatif di Indonesia. Perkembangan industri fashion ini juga didukung berbagai pihak, serta turut diramaikan dengan fashion khas kain tradisional Indonesia. Beberapa kain tradisional Indonesia, seperti batik, lurik, songket Lombok telah berhasil menembus pasar internasional, sehingga peluang untuk terus mengembangkan industri fashion dengan kain tradisional masih besar. Salah satunya adalah dengan menggunakan kain tenun khas Sumba yang kurang mendapatkan popularitas dengan Sumba sebagai destinasi wisata. Oleh karenanya, penelitian ini dilakukan dengan tujuan untuk menggali lebih dalam mengenai faktor yang membentuk brand awareness kain tenun Sumba. Penelitian ini dilakukan dengan menggunakan pendekatan kualitatif dan metode fenomenologi, dengan pengumpulan data menggunakan teknik Focus Group Discussion (FGD). Hasil penelitian menunjukkan bahwa faktor yang membentuk brand awareness atas produk kain tenun Sumba dibedakan menjadi dua, yaitu faktor internal dan eksternal. Faktor internal merupakan faktor yang berasal dari produk sendiri, seperti motif, harga, warna, usia kain, kualitas, pengarajin. Sedangkan faktor eskternal berasal dari luar produk, meliputi kekuatan dari word of mouth, penyelenggaraan event (pameran), keterlibatan pemerintah (daerah dan pusat), dan menunjukkan identitas pemakainya.

Patterns: Rosamond Lehmann

2018 ◽  
Author(s):  
Vike Martina Plock
Keyword(s):  
Coming Of Age ◽  
Public Image ◽  
Market Forces ◽  
The Novel ◽  
Fashion Industry ◽  
To The Lighthouse ◽  
Fashion Magazines ◽  
Female Authorship ◽  
Rosamond Lehmann

This chapter analyzes the role of fashion as a discursive force in Rosamond Lehmann’s 1932 coming-of-age novel Invitation to the Waltz. Reading the novel alongside such fashion magazines as Vogue, it demonstrates Lehmann’s awareness that 1920s fashion, in spite of its carefully stylized public image as harbinger of originality, emphasized the importance of following preconceived (dress) patterns in the successful construction of modern feminine types. Invitation to the Waltz, it argues, opposes the production of patterned types and celebrates difference and disobedience in its stead. At the same time, the novel’s formal appearance is nonetheless dependent on the very same tenets it criticizes. On closer scrutiny, it is seen to reveal its resemblance to Virginia Woolf’s To the Lighthouse (1927). A tension between imitation and originality determines sartorial fashion choices. This chapter shows that female authorship in the inter-war period was subjected to the same market forces that controlled and sustained the organization of the fashion industry.

Marketing communication objectives through digital content marketing on social media

2020 ◽  
pp. 79-104
Author(s):  
Janice J. Nieves-Casasnovas ◽  
Frank Lozada-Contreras
Keyword(s):  
Social Media ◽  
Marketing Strategies ◽  
Brand Awareness ◽  
Digital Content ◽  
Media Content ◽  
Marketing Communication ◽  
Case Study Design ◽  
Multiple Case ◽  
Content Marketing

The purpose of this study was to determine what type of marketing communication objectives are present in the digital content marketing developed by luxury auto brands with social media presence in Puerto Rico, particularly Facebook. A longitudinal multiple-case study design was used to analyze five luxury auto brands using content analysis on Facebook posts. This analysis included identification of marketing communication objectives through social media content marketing strategies, type of media content and social media metrics. Our results showed that the most used objectives are brand awareness, brand personality, and brand salience. Another significant result is that digital content marketing used by brands in social media are focused towards becoming more visible and recognized; also, reflecting human-like traits and attitudes in their social media.

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