IDEAS home Printed from https://ideas.repec.org/a/taf/rgfmxx/v13y2022i1p30-43.html
   My bibliography  Save this article

Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA

Author

Listed:
  • Miao Miao
  • I Go
  • Kayo Ikeda
  • Hideho Numata

Abstract

This study applies complexity theory to examine the effects of loyalty programs (LP) and consumer characteristics, as well as the perceptional and behavioral brand factors that influence brand equity and firm financial performance. It focuses on 14 Japanese fashion brands for a specific duration of the COVID-19 pandemic. Further, this study considers the effects of complex components on performance (brand equity and firm financials) by testing the asymmetric relationships that exist between brand equity, LPs, and financials via fuzzy-set qualitative comparative analysis. We mainly address two research questions: (1) Do insights on brand equity from young generations contribute to firm financial outcomes? (2) In the declining fashion market, do LPs affect brand equity and firm financial performance? The results present causal configurations that could either directly, or indirectly, and positively, or negatively, influence outcomes (brand equity and firm financials) depending on various contexts, such as consumer demographics and shopping conditions.

Suggested Citation

  • Miao Miao & I Go & Kayo Ikeda & Hideho Numata, 2022. "Brand equity effects on financial performance in Japanese fashion market: applying complexity theory via fsQCA," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 13(1), pages 30-43, January.
    • Handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:30-43
    DOI: 10.1080/20932685.2021.1960581
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/20932685.2021.1960581
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/20932685.2021.1960581?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Rahman, Muhammad Sabbir & Bag, Surajit & Hossain, Md Afnan & Abdel Fattah, Fadi Abdel Muniem & Gani, Mohammad Osman & Rana, Nripendra P., 2023. "The new wave of AI-powered luxury brands online shopping experience: The role of digital multisensory cues and customers’ engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:rgfmxx:v:13:y:2022:i:1:p:30-43. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/rgfm .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.