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Scale development of apparel customization brand value: From the perspectives of practitioners and consumers
China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. T...
Autores principales: | , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
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Frontiers Media S.A.
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9399744/ https://www.ncbi.nlm.nih.gov/pubmed/36033076 http://dx.doi.org/10.3389/fpsyg.2022.933224 |
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author | Li, Hao Gu, Li-Wen Liu, Xiao-Gang Ruan, Yan-Wen |
author_facet | Li, Hao Gu, Li-Wen Liu, Xiao-Gang Ruan, Yan-Wen |
author_sort | Li, Hao |
collection | PubMed |
description | China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative (semi-structured interviews) and quantitative (online survey) studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value. |
format | Online Article Text |
id | pubmed-9399744 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | Frontiers Media S.A. |
record_format | MEDLINE/PubMed |
spelling | pubmed-93997442022-08-25 Scale development of apparel customization brand value: From the perspectives of practitioners and consumers Li, Hao Gu, Li-Wen Liu, Xiao-Gang Ruan, Yan-Wen Front Psychol Psychology China apparel customization brands (CACBs) have been recently growing in massive quantities despite being in their infancy stages of brand value building. Although scholars have proven brand value’s importance in sustainable brand growth, studies on the specific context of CACBs are still limited. This research proposes a conceptual framework of CACBs’ brand value measured dimension based on previous studies and divides brand value into both general and specific dimensions. Accordingly, qualitative (semi-structured interviews) and quantitative (online survey) studies were conducted from the perspectives of practitioners and consumers. Ultimately, a scale of 30 items with nine dimensions was generated. Results reveal that brand association in the general dimensions and brand service in the special dimensions were the largest promoters of CACB brand value. Hence, practitioners should pay more attention to dimensions of cognitive conflicts. Practical suggestions for apparel customization marketers are proposed to build and enhance brand value. Frontiers Media S.A. 2022-08-10 /pmc/articles/PMC9399744/ /pubmed/36033076 http://dx.doi.org/10.3389/fpsyg.2022.933224 Text en Copyright © 2022 Li, Gu, Liu and Ruan. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
spellingShingle | Psychology Li, Hao Gu, Li-Wen Liu, Xiao-Gang Ruan, Yan-Wen Scale development of apparel customization brand value: From the perspectives of practitioners and consumers |
title | Scale development of apparel customization brand value: From the perspectives of practitioners and consumers |
title_full | Scale development of apparel customization brand value: From the perspectives of practitioners and consumers |
title_fullStr | Scale development of apparel customization brand value: From the perspectives of practitioners and consumers |
title_full_unstemmed | Scale development of apparel customization brand value: From the perspectives of practitioners and consumers |
title_short | Scale development of apparel customization brand value: From the perspectives of practitioners and consumers |
title_sort | scale development of apparel customization brand value: from the perspectives of practitioners and consumers |
topic | Psychology |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9399744/ https://www.ncbi.nlm.nih.gov/pubmed/36033076 http://dx.doi.org/10.3389/fpsyg.2022.933224 |
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