A Customer-Oriented Perspective on Retail Brand Equity in the Fashion Industry

Dabija Dan-Cristian, Pop Nicolae Al., Szentesi Silviu, A Customer-Oriented Perspective on Retail Brand Equity in the Fashion Industry, Industria Textilă, 65 (1), pp.37-46, 2014

10 Pages Posted: 19 Mar 2015

See all articles by Dan-Cristian Dabija

Dan-Cristian Dabija

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing

Silviu Szentesi

Aurel Vlaicu University of Arad

Nicolae Al. Pop

Bucharest Academy of Economic Studies - Faculty of Marketing

Date Written: February 10, 2014

Abstract

One of the major themes in the contemporary society — greatly affected by hyper-competition, globalization and rapid change in the behavior of demand agents (buyers) — consists of theoretical debates and practical challenges raised in relation to the concept of brand. There seems to be no clear-cut distinction, both in theory and particularly in practice, between brand, producer’s brand, dealer’s brand, store brand or corporate brand. Therefore, brand equity is even more important to corporate stakeholders. The present research attempts to capture customers’ perception of some dimensions typical of Romanian fashion retailers and how these dimensions are reflected in the customer-based brand equity.

The analysis, conducted from the perspective of customers of fashion, sporting goods and shoe stores, has significant managerial and scientific implications. In fact, the authors highlight specific directions that the management of fashion retailers may take to have customers adopt a particular behavior of preference or recommendation of stores so as to increase their trust in, and appeal of the said retailers as well as the quantity of purchased goods. In other words, it is important for the management of the fashion retailers to identify the most appropriate way whereby they can, through synergistic efforts, obtain a lasting response from demand agents.

Keywords: retail brand, customer–based brand equity, store brand, textiles, footwear

JEL Classification: M30, M31

Suggested Citation

Dabija, Dan-Cristian and Szentesi, Silviu and Pop, Nicolae Al., A Customer-Oriented Perspective on Retail Brand Equity in the Fashion Industry (February 10, 2014). Dabija Dan-Cristian, Pop Nicolae Al., Szentesi Silviu, A Customer-Oriented Perspective on Retail Brand Equity in the Fashion Industry, Industria Textilă, 65 (1), pp.37-46, 2014, Available at SSRN: https://ssrn.com/abstract=2580074

Dan-Cristian Dabija (Contact Author)

Babes-Bolyai University Cluj-Napoca, Faculty of Economics and Business Administration, Department of Marketing ( email )

Str Teodor Mihali, Nr.58-60
Cluj-Napoca, RO- 400591
Romania

Silviu Szentesi

Aurel Vlaicu University of Arad ( email )

B-dul Revoluţiei nr. 77,
P.O. BOX 2/158 AR
Arad, 310130
Romania

Nicolae Al. Pop

Bucharest Academy of Economic Studies - Faculty of Marketing ( email )

Str. Mihai Eminescu nr. 13-15, sect. 1
Bucharest, 010511
Romania

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
312
Abstract Views
1,129
rank
118,492
PlumX Metrics