ISSN 2394-5125
 

Research Article 


CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol.

Abstract
Malaysian Fashion Brands have faced fierce competitions in fast fashion industry coming from
short production-cycle and international fashion brands which have mushroomed every major shopping malls
across Malaysia. Therefore, MFBs cannot position themselves as a leader in mass-production category. This
study explores on Consumer-based Model adapted from Keller’s Consumer-based brand equity Model (1993) to
build Strong Brand Equity through brand knowledge which cognitively built in marketing-mix over time with
Independent Variables of Brand Awareness, Brand Image and Purchase Intention to predict Dependent Variable
of Strong Brand Equity. Brand Loyalty are tested as a mediator and Community Engagement as moderator in
the relationships of IVs and DV. Quantitative research method is employed in a non-probability convenient
sampling technique. As many as 2850 questionnaires were distributed with the success rate of 29.7%. After data
screening, only 798 datasets were utilized for statistical analysis using SPSS version 25 and SmartPLS version
3.2.8 on 6 constructs and 17 latent variables. The findings show that Brand Loyalty has full mediator effects
meanwhile, Community Engagement weakens the relationships between IVs and DV. Overall, MFBs are
perceived low in brand equity. Therefore, further efforts are needed to build Strong Brand Equity for MFBs’
sustainable advantage.

Key words: Consumer-based Model; Brand Awareness; Brand Image; Purchase Intention; Brand Loyalty; Community Engagement; Strong Brand Equity; Business Sustainability; Malaysia Fashion Brands; Fast Fashion Industry


 
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How to Cite this Article
Pubmed Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. JCR. 2020; 7(16): 533-549. doi:10.31838/jcr.07.16.64


Web Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. http://www.jcreview.com/?mno=3641 [Access: June 03, 2021]. doi:10.31838/jcr.07.16.64


AMA (American Medical Association) Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. JCR. 2020; 7(16): 533-549. doi:10.31838/jcr.07.16.64



Vancouver/ICMJE Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. JCR. (2020), [cited June 03, 2021]; 7(16): 533-549. doi:10.31838/jcr.07.16.64



Harvard Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol (2020) CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. JCR, 7 (16), 533-549. doi:10.31838/jcr.07.16.64



Turabian Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. 2020. CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. Journal of Critical Reviews, 7 (16), 533-549. doi:10.31838/jcr.07.16.64



Chicago Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. "CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS." Journal of Critical Reviews 7 (2020), 533-549. doi:10.31838/jcr.07.16.64



MLA (The Modern Language Association) Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol. "CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS." Journal of Critical Reviews 7.16 (2020), 533-549. Print. doi:10.31838/jcr.07.16.64



APA (American Psychological Association) Style

Siti Fatimah Hashim, Dr. Rosita Mohd. Tajuddin, Dr. Amir Shakir Zainol (2020) CONSUMER-BASED MODEL FOR BUSINESS SUSTAINABILITY OF MALAYSIAN FASHION BRANDS. Journal of Critical Reviews, 7 (16), 533-549. doi:10.31838/jcr.07.16.64