Determinants of brand equity towards fashion clothing in China

Theories on branding have discussed consumer-based brand equity concept resulting in a general brand equity model. However, there is a lack of empirical studies in different contexts to substantiate the model. Based on the reviewed literature, previous studies have not addressed the general consumer-based brand equity model in the mass fashion clothing sector of China. This study examined the relationships between the dimensions (brand awareness, perceived quality, brand associations and brand loyalty) as well as the mediating effect of brand loyalty on the relationship between dimensions (brand awareness, perceived quality and brand associations) and overall brand equity. Questionnaires were distributed through convenience sampling method to select samples located at two large shopping malls in Beijing, and 200 questionnaires were collected and useable for data analysis. Regression methods were used to test the relationships between the variables. The findings showed that brand awareness has a significant effect on perceived quality and brand associations. Besides that, brand loyalty has a significant effect on the overall brand equity. Moreover, brand awareness, perceived quality and brand associations were all critical determinants of brand loyalty. Finally, brand loyalty mediated the relationships between these dimensions (brand awareness, perceived quality and brand associations) and overall brand equity. This study has contributed empirically as it has justified the general consumer-based brand equity model by reexamining the relationships between the variables of the model based on empirical data obtained from the mass fashion clothing industry of China