CONSUMER-ORIENTED APPROACH FOR SUSTAINABLE ADVANTAGE OF HOME-GROWN BRANDS IN MALAYSIA FAST FASHION INDUSTRY
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Keywords

Consumer-based Model; Brand Awareness; Brand Image; Purchase Intention; Brand Loyalty; Community Engagement; Strong Brand Equity; Business Sustainability; Malaysia Fashion Brands; Fast Fashion Industry

How to Cite

Hashim, S. F., Rosita Mohd. Tajuddin, & Amer Shakir Zainol. (2020). CONSUMER-ORIENTED APPROACH FOR SUSTAINABLE ADVANTAGE OF HOME-GROWN BRANDS IN MALAYSIA FAST FASHION INDUSTRY. Asia Proceedings of Social Sciences, 6(3), 192-198. https://doi.org/10.31580/apss.v6i3.1275

Abstract

Malaysian Fashion Brands (MFBs) have faced fierce competitions in fast fashion industry coming from short production-cycle and international fashion brands which have mushroomed every major shopping malls across Malaysia. MFBs cannot position themselves as a leader in mass-production category and being perceived low in equity. This study explores on Consumer-based Model (CBM) adapted from Keller’s Consumer-based brand equity (CBBE) Model (1993) to build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version 3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects meanwhile, Community Engagement has low to none moderating effects thus, weakening the relationships between IVs and DV. Overall, MFBs are perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’ sustainable advantage.

https://doi.org/10.31580/apss.v6i3.1275
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