Brand Equity, Consumer Satisfaction and Brand Loyalty: An Empirical Study of Luxury Fashion Brands Consumption in China

Abstract

This study aims to investigate the relationship between consumer-based brand equity, consumer satisfaction and brand loyalty. Based on a sample of 738 Chinese luxury customers and using structural equation modeling approach, brand equity is found to have positive effects on brand loyalty mediated by consumer satisfaction. The findings of the study also suggest that the perceived value of cost is the most significant factor of brand equity.