Research Article
The impact of spillover effect and ethnocentrism on brand equity matching in fast fashion alliances
@INPROCEEDINGS{10.4108/eai.6-9-2024.2353665, author={Fangyu Zhou and Zuraidah Sulaiman and Adaviah Mas’od and Nornajihah Nadia Hasbullah}, title={The impact of spillover effect and ethnocentrism on brand equity matching in fast fashion alliances}, proceedings={Proceedings of the 3rd International Conference on Public Management, Digital Economy and Internet Technology, ICPDI 2024, September 6--8, 2024, Jinan, China}, publisher={EAI}, proceedings_a={ICPDI}, year={2024}, month={12}, keywords={fast fashion co-branding brand equity spillover effect ethnocentrism}, doi={10.4108/eai.6-9-2024.2353665} }- Fangyu Zhou
Zuraidah Sulaiman
Adaviah Mas’od
Nornajihah Nadia Hasbullah
Year: 2024
The impact of spillover effect and ethnocentrism on brand equity matching in fast fashion alliances
ICPDI
EAI
DOI: 10.4108/eai.6-9-2024.2353665
Abstract
This paper expounds on the study background encompassing the fast fashion co-brands in the Chinese market and the typical factors affecting the co-branding process and consumer purchase intentions. This study mainly explores the relationship between fast fashion brand equity, co-branding match, spillover effect, ethnocentrism, and consumer purchase intention in the Chinese market. The purposive sampling method was used to screen 446 samples from first-tier cities in China to identify those who are Generation Z and millennials. The data showed a positive correlation between the hypotheses made in this study. This study identified the mediating role of the match-up effect and the moderating role of the spillover effect and ethnocentrism. The conclusion emphasizes that ethnocentrism interferes with the implementation of market share in China.
