TY  - JOUR
TI  - Consumers’ assessment of the brand equity of garment brands
AU  - Gul, Rana Faizan
AU  - Liu, Dunnan
AU  - Jamil, Khalid
AU  - Kamran, Mubasher Muhammad
AU  - Hussain Awan, Azal
AU  - Qaiser, Ayaz
T2  - Industria Textila
AB  - The  assessment  of  brand  equity  and  its  sources  is  a  trend  among  researchers  and  garment  brand  companies
nowadays. The purpose of the current study is to explore the impact of two independent variables, including “words of
mouth”  (WOM)  and  “brand  personality”,  on  the  dependent  variable  “brand  equity”,  along  with  the  assessment  of
mediating effects of “relationship quality”. Previous literature on the subject suggests that multiple sources including
“words of mouth” and “brand personality” influence “brand equity”, but no attempts have been made for the assessment
of “relationship quality” as a mediator among sources of brand equity in the context of garment brands. The present
study aims at filling that gap through the presentation of a statistical model. Respondents in the sample included the
regular customers of the garment brands. Partial least squares structural equation modelling (PLS-SEM) was used to
fddd  the  collected  data.  The  results  indicated  that  the  “WOM”  and  “brand  personality”  had  a  significantly  positive
influence on “brand equity”. “Relationship quality” was found to have a strong mediating effect. The theory of brand
equity and the social exchange theory was used to develop a representative model. Results of the study strengthen the
premises of the theory of brand equity and the social exchange theory. The researchers recommended the exploration
of the influence of other possible mediating variables in future researches. Recommendations were also made for the
administrators of the garment brand companies for the consideration of “relationship quality” along with the sources of
“brand  equity”,  including  “words  of  mouth”  and  “brand  personality”  for  improved  decision  making  and  competitive
advantage
DA  - 2021/12/21/
PY  - 2021
DO  - 10.35530/IT.072.06.18272
DP  - DOI.org (Crossref)
VL  - 72
IS  - 06
SP  - 666
EP  - 672
SN  - 12225347
UR  - http://revistaindustriatextila.ro/images/2021/6/13%20RANA%20FAIZAN%20GUL%20Industria%20Textila%206_2021.pdf
Y2  - 2021/12/28/09:10:43
ER  -