Measuring consumer-based brand equity: A research in men's ready-to-wear industry

Today, the men's ready-to-wear market, which includes many players, has assumed a competitive structure with the effect of changes in consumer preferences and market structure. It has become critical for businesses that want to be successful and live their lives in today's competitive markets to design their brands in accordance with customer perspective and to attach importance to customer-based brand equity in order to ensure the preferability of their own brands by protecting their customers from other competing activities. The main purpose of the study is to determine the dimensions that constitute the brand value perceptions of consumers in the men's ready wear market, which is an important part of the real sector. In addition, it is to examine the effects of these identified dimensions on consumers' perceptions of brand loyalty. The population of the study is the consumers of men's apparel brands operating in Turkey. The research data were obtained by applying an online survey with convenience sampling method in March-April 2020. As a result of the field research, 318 consumers who volunteered to fill out the questionnaire were reached. The sample of the research consists of 318 consumers who voluntarily participated in the survey. The data obtained as a result of the research were analyzed using the SPSS program. As a result of the research, it was seen that all of the customer-based brand equity dimensions in the research model were explanatory in the men's ready wear market. In addition, all dimensions in the research model were found to have a statistically significant and positive effect on consumers' perceptions of brand loyalty.