논문 상세보기

THE CROSS-CULTURAL STUDY OF THE EFFECT OF BRAND EQUITY AND BRAND PERSONALITY ON CUSTOMER VALUE IN FAST-FASHION INDUSTRY

  • 언어ENG
  • URLhttps://db.koreascholar.com/Article/Detail/325850
모든 회원에게 무료로 제공됩니다.
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
초록

The main objective of this study is to compare the difference of consumers’ perception on brand context. The focal factors are brand equity, brand personality and perceived customer value. This would enhance the knowledge of cross-cultural brand equity and brand personality, especially in Fast-Fashion industry. In addition, the findings of this study show that, for a brand in different marketing context, how customers perceive the brand and contribute it to their value. The sample size of 800 consumers is applied (400 Japanese consumers and 400 Thai consumers. The focal brand is randomly selected by the researcher. The Structural Equation Modelling with multiple group analysis would be conducted for examining the differences of consumer perception on a Fast-Fashion brand. All major model fits indicator would be evaluated. Finally, the results of the study would be discussed.

저자
  • Rachata Rungtrakulchai(Thai-Nichi Institute of Technology, Thailand)