Article2021

Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA

Miao Miao · I Go · Kayo Ikeda · Hideho Numata

18 citations0/0 files storedJournal of Global Fashion Marketing

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

Abstract

This study applies complexity theory to examine the effects of loyalty programs (LP) and consumer characteristics, as well as the perceptional and behavioral brand factors that influence brand equity and firm financial performance. It focuses on 14 Japanese fashion brands for a specific duration of the COVID-19 pandemic. Further, this study considers the effects of complex components on performance (brand equity and firm financials) by testing the asymmetric relationships that exist between brand equity, LPs, and financials via fuzzy-set qualitative comparative analysis. We mainly address two research questions: (1) Do insights on brand equity from young generations contribute to firm financial outcomes? (2) In the declining fashion market, do LPs affect brand equity and firm financial performance? The results present causal configurations that could either directly, or indirectly, and positively, or negatively, influence outcomes (brand equity and firm financials) depending on various contexts, such as consumer demographics and shopping conditions.

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References

2011PLS-SEM: Indeed a Silver Bullet 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2011Building Better Causal Theories: A Fuzzy Set Approach to Typologies in Organization Research 2008Redesigning Social Inquiry 2006Brands and Branding: Research Findings and Future Priorities 2021Fuzzy-set Qualitative Comparative Analysis (fsQCA): Guidelines for research practice in Information Systems and marketing 2005Consumer‐based brand equity: improving the measurement – empirical evidence 2001Building customer-based brand equity : a blueprint for creating strong brands

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