Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA

IF 3.3 Q2 BUSINESS

Journal of Global Fashion Marketing Pub Date : 2021-09-02 DOI:10.1080/20932685.2021.1960581

M. Miao, I. Go, K. Ikeda, Hideho Numata

引用次数: 7

Abstract

ABSTRACT This study applies complexity theory to examine the effects of loyalty programs (LP) and consumer characteristics, as well as the perceptional and behavioral brand factors that influence brand equity and firm financial performance. It focuses on 14 Japanese fashion brands for a specific duration of the COVID-19 pandemic. Further, this study considers the effects of complex components on performance (brand equity and firm financials) by testing the asymmetric relationships that exist between brand equity, LPs, and financials via fuzzy-set qualitative comparative analysis. We mainly address two research questions: (1) Do insights on brand equity from young generations contribute to firm financial outcomes? (2) In the declining fashion market, do LPs affect brand equity and firm financial performance? The results present causal configurations that could either directly, or indirectly, and positively, or negatively, influence outcomes (brand equity and firm financials) depending on various contexts, such as consumer demographics and shopping conditions.

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日本时装市场品牌资产对财务绩效的影响:基于fsQCA的复杂性理论

摘要本研究运用复杂性理论考察了忠诚度计划(LP)和消费者特征的影响，以及影响品牌资产和企业财务绩效的感知和行为品牌因素。在新冠疫情期间，该公司将重点关注14个日本时尚品牌。此外，本研究通过模糊集定性比较分析测试品牌资产、有限合伙人和财务之间存在的不对称关系，考虑了复杂成分对业绩(品牌资产和公司财务)的影响。我们主要解决两个研究问题:(1)年轻一代对品牌资产的见解是否有助于公司的财务成果?(2)在不断下滑的时尚市场中，有限合伙人是否会影响品牌资产和公司财务业绩?结果显示，根据不同的背景，如消费者人口统计和购物条件，可能直接或间接、积极或消极地影响结果(品牌资产和公司财务)的因果配置。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Global Fashion Marketing BUSINESS-

CiteScore

6.90

自引率

31.60%

发文量

期刊介绍： The Journal of Global Fashion Marketing is a quarterly journal that publishes peer-reviewed conceptual and empirical papers and business cases of original works that significantly contribute to the overall advancement of marketing theory, research, and practice in fashion, design, and culture. JGFM endeavors to be a “global bridge” connecting marketing scholars and practitioners in fashion, design, and culture throughout the world. We publish high-quality scholarly articles on marketing written by contributors representing the leading academic authors. As we state on the cover of every issue, our positioning statement, our value added to the marketing scholar readership, is truly to “Bridge Fashion and Marketing” 1. Monitor and analyze global fashion marketing trends. 2. Generate and integrate new ideas and theories related to fashion, luxury, and culture marketing theory and practice. 3. Apply new research methods and techniques in fashion, luxury, and culture marketing. 4. Explore and disseminate cutting edge fashion marketing practices. JGFM welcomes manuscripts that provide fresh, innovative insight to any topic in the field of fashion, luxury, and culture marketing. Both conceptual and empirical works are valued, so long as the manuscript addresses substantive issues in marketing.