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

Fingerprint

Fashion industry
Purchase intention
Brand equity
Assets
Asia
Cross-cultural studies
Brand value
Brand loyalty
Purchase intent
Trademark
South Korea
Navigation
Purchase
Brand attitude
Management plan
Factors
Impact factor
Product knowledge
Asset management

Keywords

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

Cite this

Kim, Kyung H. ; Ko, Eunju J. ; Hooley, Graham J. ; Lee, Nick J. ; Lee, DongHae ; Jung, Hong-Seob ; Jeon, Byung J. ; Moon, Hakil ; Hoon, Kim K. / Brand equity and purchase intention in fashion industry : a cross-cultural study in Asia and Europe. In: Journal of Global Academy of Marketing Science. 2008 ; Vol. 18, No. 4. pp. 247-278.
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Kim, KH, Ko, EJ, Hooley, GJ, Lee, NJ, Lee, D, Jung, H-S, Jeon, BJ, Moon, H & Hoon, KK 2008, 'Brand equity and purchase intention in fashion industry: a cross-cultural study in Asia and Europe', Journal of Global Academy of Marketing Science, vol. 18, no. 4, pp. 247-278. https://doi.org/10.1080/12297119.2008.9730181

Brand equity and purchase intention in fashion industry : a cross-cultural study in Asia and Europe. / Kim, Kyung H.; Ko, Eunju J.; Hooley, Graham J.; Lee, Nick J.; Lee, DongHae; Jung, Hong-Seob; Jeon, Byung J.; Moon, Hakil; Hoon, Kim K.

In: Journal of Global Academy of Marketing Science, Vol. 18, No. 4, 2008, p. 247-278.

Research output: Contribution to journalArticle

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