Article2011

Brand Equity of Luxury Fashion Brands Among Chinese and U.S. Young Female Consumers

40 citations0/0 files storedJournal of East-West Business

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Consumer Perception and Purchasing Behavior

Abstract

Brand equity of luxury fashion brands and their relationships with cultural orientation were studied in college women from a central university in Beijing, China (n = 163) and a large public university in the Eastern region of the United States (n = 121). The Chinese sample revealed a greater degree of collectivism and power distance than the U.S. counterpart, whereas the U.S. sample revealed a higher degree of uncertainty avoidance. For the consumer-based brand equity dimensions (i.e., perceived quality, brand loyalty, brand awareness, brand association), cultural differences were found, with the U.S. sample showing greater scores than the Chinese sample for all but brand loyalty. Overall brand equity of luxury fashion brands was significantly higher in the Chinese than in the U.S. sample. Brand purchase intensions by consumers in each country were accounted for by different brand equity dimensions. Implications for marketers/retailers of luxury fashion brands are discussed.

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References

1981Culture's Consequences: International Differences in Work-Related Values 1983Culture's Consequences: International Differences in Work-Related Values.1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2009The Theory of the Leisure Class 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 2001Developing and validating a multidimensional consumer-based brand equity scale

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2024Social comparison and self‐determination in luxury consumption motivations 2023Brand engagement into self-concept and culture: a literature review for a future research agenda 2014Co-branding in Fast Fashion: The Impact of Consumers’ Need for Uniqueness on Purchase Perception 2016The Impact of Brand Equity on Purchase Intensions with Modertaing Role of Subjective Norms 2022The Effect of Value Perceptions on Luxury Purchase Intentions: An Angolan Market Perspective

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