The antecedents and consequence of brand coolness: A case of millennial consumers toward fashion clothing brands

Q1 Decision Sciences

Uncertain Supply Chain Management Pub Date : 2023-01-01 DOI:10.5267/j.uscm.2023.2.013

Jaruwan Napalai, Anon Khamwon

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引用次数: 1

Abstract

This research aimed to study the antecedents and consequences of brand coolness for fashion clothing brands in the millennial consumer context. The data was collected through an online questionnaire on 380 consumers who used to buy brand-name fashion clothing. The data were analyzed using the structural equation model. The results showed that the antecedents of brand coolness consisted of brand experience and brand identification, both of which positively influence brand coolness. Brand coolness (i.e., reference, singular, personal, esthetic, functional, energetic, and high status) was the key driver that creates brand equity. The research results were able to explain 94% of the variance in brand coolness and 81% of the variance in brand equity. This research is empirical support that helps expand the perspective on brand coolness and presents a dimension to measure brand coolness in a more transparent and complete method. The research result also complements the marketing knowledge that can guide academics and practitioners in creating substantial brand equity in the customers' hearts.

查看原文本刊更多论文

品牌酷炫的前因后果:以千禧一代消费者对时尚服装品牌的偏好为例

本研究旨在研究千禧一代消费者背景下时尚服装品牌酷炫的前因和后果。这些数据是通过对380名曾经购买过名牌时装的消费者进行在线问卷调查收集的。采用结构方程模型对数据进行分析。结果表明，品牌酷炫的前因包括品牌体验和品牌认同，两者均对品牌酷炫产生正向影响。品牌酷(即参考、独特、个人、美学、功能、活力和高地位)是创造品牌资产的关键驱动因素。研究结果能够解释94%的品牌冷度差异和81%的品牌资产差异。本研究是实证支持，有助于拓展品牌酷度的研究视角，为品牌酷度的测量提供一个更透明、更完整的维度。研究结果还补充了市场营销知识，可以指导学者和实践者在客户心中创造大量的品牌资产。

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

Uncertain Supply Chain Management Decision Sciences-Statistics, Probability and Uncertainty

CiteScore

5.60

自引率

0.00%

发文量

112

期刊介绍： Supply chain management (SCM) plays an essential role in managing the movement of raw materials into an organization, certain issues of the internal processing of materials into finished goods, and the movement of finished products out of the organization for end-consumer delivery. The goal of SCM is to improve trust and collaboration among supply chain partners and to improve inventory visibility. However, many SCM problems deal with uncertain events such as uncertainty in demand, supply, quality, price, etc. This forum is dedicated to all scholars who wish to share their ideas about uncertainty in SCM problems. Uncertain supply chain management is a quarterly publication dedicated to all scientists in all over the world who wish to share their experiences and knowledge in this field. Our policy is to perform a peer review on all submitted articles and publishes original and high quality articles.