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

Domenii publicaţii > Economie + Tipuri publicaţii > Articol în revistã ştiinţificã

Autori: Dabija Dan-Cristian, Pop Nicolae Al., Szentesi Silviu

Editorial: Industria Textilă, 65 (1), p.37-46, 2014.


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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

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Cuvinte cheie: retail brand, customer–based brand equity, store brand, textiles, footwear