The Components of Consumer-Based Fashion Brand Equity

고객평가에 기초한 패션브랜드 자산의 구성요소에 관한 연구

The aim of this study was to identify the components of customer-based fashion brand equity which was built from customers´perception to equity. As a method, both literature review and empirical research were made. This study performed in three stages from May to November in 2001. In the exploratory step. focus-group interview was conducted 5 times for gathering responses related to fashion brand equity, and free association test of 17 respondents was additionally conducted. In pilot study, 40 university students were surveyed and the data were analyzed in order to identify the components of fashion brand equity and to develop questionnaire. In the main research, 905 university students evaluated fashion brand equity in order to analyze the components of fashion brand equity in customers´perception. Statistical analyses were performed with SAS program using factor analysis, cronbach´α, frequency, and mean. The results of this study was as fellows. First, fashion brand equity was defined in terms of four components; customer-brand resonance, brand imagery/customer feeling, brand performance/customer judgment and brand awareness. Second, fashion brand equity was multi-dimensional brand attitude, which could be measured by 29 variables that were different from uni-dimensional evaluation of previous studies.