Abstract

This research analyses the relationship between the brand equity dimensions (brand awareness, brand loyalty, brand image and perceived quality) with the brand equity using the clothing sector in China. It does so by building on Yoo, Donthu, and Lee's (2000) brand equity generation model. An intercept survey was carried out in shopping centres in Beijing and Shanghai, the two major cities in China, in order to collect the necessary data. Chinese consumers are beginning to appear and behave more like their counterparts in more industrialised nations as the country's middle class continues to grow and the market continues to become more global. The directional relationships between brand equity and each of the investigated variables, including perceived quality, brand awareness, brand image, and brand loyalty, were found to be contentious. This finding was consistent with what was discovered in the literature review. On the other hand, ANOVA was applied in order to investigate their linkages in the Chinese market using the data from the study. The data may be able to be utilized by marketers as a means of informing decisions on distribution strategy in the Chinese market.

The analysis of variance (ANOVA) results of the study revealed that distribution intensity had a positive association with all indicators of brand performance (recognition, loyalty, perception, and perceived quality). As a consequence of this, there is a possibility that a lower impression of quality among Chinese customers will result in a more positive brand image and an increase in customer loyalty in the Chinese market.  

Keywords

• Brand,
• Perceived Quality,
• Brand Image,
• Brand Awareness

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