Exploring brand equity assessment within consumer perception. Case of the jeans industry [Оценка торговой марки в контексте ее восприятия потребителем (на примере джинсовой одежды)]

Hernández-Galleg L.F; Escobar-Sierra M.

doi:10.18522/2073-6606-2024-22-1-81-103

Exploring brand equity assessment within consumer perception. Case of the jeans industry [Оценка торговой марки в контексте ее восприятия потребителем (на примере джинсовой одежды)]

dc.contributor.affiliation	Hernández-Galleg, L.F., Pascual Bravo University Institution, Medellín, Colombia
dc.contributor.affiliation	Escobar-Sierra, M., University of Medellin, Colombia
dc.contributor.author	Hernández-Galleg L.F
dc.contributor.author	Escobar-Sierra M.
dc.date.accessioned	2024-07-31T21:06:57Z
dc.date.available	2024-07-31T21:06:57Z
dc.date.issued	2024
dc.description	The adoption of institutionalist theory derived from Thorstein Veblen is justified by its capacity to confer legitimacy to the subject in an environment where symbolic economies guide exchange intentions. In this context, the fashion industry, grappling with challenges in acquiring new clients and enhancing management performance, seeks alternatives such as brand equity to foster profound symbolic relationships between fashion brands and consumers while conferring legitimacy to the consumer. This study contributes to the comprehension of fashion consumer perception, particularly in response to symbolic stimuli, by delving into the measurement of brand equity in jeans garments. Our methodology was guided by a comprehensive literature review, enabling the construction of a survey instrument to gauge fashion consumers’ perceptions of brand equity. Subsequently, we collected a sample of 857 university students from Medellín City, Colombia. The survey results underwent exploratory factor analysis, revealing that brand equity is instrumental in comprehending market dynamics within the fashion industry. We specifically focused on neotraditional, contemporary, and exhibitionist archetypes, highlighting their significance in purchasing jeanswear. These archetypes create symbolic associations between brands and products based on status, differentiation, and market acceptance. Essential consumer variables include popularity, rebuy intent, and social responsibility. These findings hold theoretical and managerial implications, shedding light on the intricate interplay between brand equity, consumer perceptions, and symbolic aspects in the fashion industry. © Л.Ф. Эрнандес-Гальего, М. Эскобар-Сьерра, 2024
dc.identifier.doi	10.18522/2073-6606-2024-22-1-81-103
dc.identifier.instname	instname:Universidad de Medellín	spa
dc.identifier.issn	20736606
dc.identifier.reponame	reponame:Repositorio Institucional Universidad de Medellín	spa
dc.identifier.repourl	repourl:https://repository.udem.edu.co/
dc.identifier.uri	http://hdl.handle.net/11407/8423
dc.language.iso	eng
dc.language.iso	rus
dc.publisher	Southern Federal University	spa
dc.publisher.faculty	Facultad de Ciencias Económicas y Administrativas	spa
dc.publisher.program	Administración de Empresas	spa
dc.relation.citationendpage	103
dc.relation.citationissue	1
dc.relation.citationstartpage	81
dc.relation.citationvolume	22
dc.relation.isversionof	https://www.scopus.com/inward/record.uri?eid=2-s2.0-85193061525&doi=10.18522%2f2073-6606-2024-22-1-81-103&partnerID=40&md5=d781d94ce5eea37a6b20116966c7819d
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dc.rights.accessrights	info:eu-repo/semantics/restrictedAccess
dc.source	Terra Economicus
dc.source	Terra Econ.
dc.source	Scopus
dc.subject	Brand equity	eng
dc.subject	Exploratory factor analysis	eng
dc.subject	Fashion industry	eng
dc.subject	Jeans apparel	eng
dc.subject	Sociology of consumption	eng
dc.title	Exploring brand equity assessment within consumer perception. Case of the jeans industry [Оценка торговой марки в контексте ее восприятия потребителем (на примере джинсовой одежды)]	eng
dc.type	article
dc.type.local	Artículo	spa
dc.type.version	info:eu-repo/semantics/publishedVersion

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Exploring brand equity assessment within consumer perception. Case of the jeans industry [Оценка торговой марки в контексте ее восприятия потребителем (на примере джинсовой одежды)]

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