A conceptual framework for enhancing brand resonance of specialty fashion brands
DOI:
https://doi.org/10.24191/jeeir.v12i1.824Keywords:
Brand resonance, Brand affect, Specialty fashion brands, Consumers, MalaysianAbstract
In today's highly competitive marketplace, building strong brand resonance has become an essential aspect of brand management for companies operating in various industries. In the specialty fashion sector, where consumers have diverse choices, building brand resonance has become particularly crucial for firms seeking to differentiate themselves from their competitors. Specialty fashion brands offer unique and distinctive products that cater to specific consumer needs and preferences. As a result, building strong brand resonance is essential for these brands to succeed in the marketplace. However, little research has been conducted to examine the factors contributing to brand resonance for specialty fashion brands, particularly in the context of the Malaysian consumer market. In response to this gap, hypotheses and a conceptual framework were proposed in this paper with regard to the extent of external factors that impact brand resonance in the specialty fashion brand area. The literature review of the empirical study would establish the relationship between the postulated variables. Hence, this study provides several implications for further research.
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