Brand equity and purchase intention in fashion industry: a cross-cultural study in Asia and Europe

Kyung H. Kim, Eunju J. Ko, Graham J. Hooley, Nick J. Lee, DongHae Lee, Hong-Seob Jung, Byung J. Jeon, Hakil Moon, Kim K. Hoon

Research output: Contribution to journalArticle

Abstract

This research is the leading brand for purchase of assets, and analyzing the factors based on brand asset components and the relationship between the brand and brand assets assets impact factors and purchase intent on uncovering the relationship between components and trademarks centered on South Korea and the United Kingdom, by comparing the asset management plan would generate. The study, information navigation product knowledge affects of constant (+), brand attitudes and knowledge of the brand loyalty and brand value to the constant trademark (+). Brand value and brand loyalty and purchase intent-(+) in the United Kingdom, on the other hand, of the impact that do not affect that.
Original languageEnglish
Pages (from-to)247-278
Number of pages32
JournalJournal of Global Academy of Marketing Science
Volume18
Issue number4
DOIs
Publication statusPublished - 2008

Keywords

  • brand equity
  • purchase intention
  • brand loyalty
  • brand value
  • brand attitude
  • information search
  • information sources

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    Kim, K. H., Ko, E. J., Hooley, G. J., Lee, N. J., Lee, D., Jung, H-S., Jeon, B. J., Moon, H., & Hoon, K. K. (2008). Brand equity and purchase intention in fashion industry: a cross-cultural study in Asia and Europe. Journal of Global Academy of Marketing Science, 18(4), 247-278. https://doi.org/10.1080/12297119.2008.9730181