The Impact of Fashion Innovativeness (FI) on Consumer-based Brand Equity

In this this study the researcher investigated the impact of fashion innovativeness (FI) on consumer-based brand equity. Brand equity refers to brand image, love-marks and brand loyalty. The sample for this study are 240 consumers from Hacoupian men clothing brand in Tehran city. This study used survey questionnaire for data collection to describe different relationships and correlations between all variables and phenomena at the individual level and SPSS applied for data analysis. The result of this study indicated that fashion innovativeness positively affect consumer-based brand equity (brand image, love-marks and brand loyalty) in Hacoupian men clothing brand in Tehran city. Moreover based on the result rand image positively affect love-marks and love-marks can positively affect and enhanced the consumers’ brand loyalty. Therefore based on the result of this study managers, brand investigators and business developers may enhance consumer-based brand equity by focusing and enhancing FI, brand image, love-marks and brand loyalty.