Building local fashion brand equity for young consumers

The purpose of this study was to examine the effect of brand awareness, perceived quality of the brand, brand association, brand loyalty, and brand image on the brand equity of local fashion brand among young consumers in Surabaya. Data from 215 undergraduate students were analyzed using Structural Equation Model (SEM) via the Statistical Package for Social Sciences computer program version 18 and Lisrel version 8.7. Respondents were randomly drawn from the full time students of various universities in Surabaya city, Indonesia. Based on test results, it was found that all variables have positive and significant impact on brand equity. Thus, all hypotheses are supported. In this study, brand association predominantly affects brand equity. The implication of these results would help the company as the manufacturer to formulate strategies to enhance their brand equity in order to obtain competitive advantage and market expansion, especially through social media and e WOM.