Purpose

South Africa is the leading market for luxury goods in Africa – a fact evident from the statistics on luxury retail and the expanding footprint of international and local luxury brands. In a market that is dominated by prominent international brands, indigenous South African brands are seldom the subject of empirical research. This study addresses this gap by analysing the consumer-based brand equity (CBBE) of South African luxury fashion brands and its outcomes on the purchase/repurchase intention of consumers of South African luxury fashion brands.

Design/methodology/approach

The study adopted quantitative research methods and utilized survey questionnaires to acquire data from 130 respondents. Structural equation modelling was used in testing the proposed alternative hypotheses.

Findings

The study affirmed the relevance of Aaker's (1991) CBBE model for luxury goods in the emerging economy of South Africa. It established perceived quality and behavioural loyalty as significant predictors of brand equity while affirming the prevalence of hedonism and behavioural loyalty in South Africa's luxury fashion market.

Research limitations/implications

The small sample size and the limited geographic scope of the study had a significant adverse impact on the broad application of the study's outcome. Furthermore, Aaker's (1991) CBBE model, while adequate, may have diminished the probability of a nuanced outcome.

Originality/value

This study advances the frontiers of interdisciplinary research by applying the marketing framework of CBBE to fashion studies in South Africa. The validated measurement scale, which emphasises the relevance of hedonism and behavioural loyalty in South Africa, may be useful for a similar study on luxury fashion brands in other emerging economies.

中文翻译：

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南非奢侈时尚品牌基于消费者的品牌资产

目的

南非是非洲领先的奢侈品市场——这一事实从奢侈品零售统计数据以及国际和本地奢侈品牌不断扩大的足迹中可见一斑。在一个由知名国际品牌主导的市场中，南非本土品牌很少成为实证研究的主题。本研究通过分析南非奢侈时尚品牌基于消费者的品牌资产 (CBBE) 及其对南非奢侈时尚品牌消费者购买/回购意愿的影响来解决这一差距。

设计/方法/途径

该研究采用定量研究方法，利用调查问卷从 130 名受访者中获取数据。结构方程模型用于检验所提出的替代假设。

发现

该研究肯定了 Aaker (1991) 的 CBBE 模型对南非新兴经济体中奢侈品的相关性。它将感知质量和行为忠诚度确定为品牌资产的重要预测指标，同时肯定了南非奢侈时尚市场盛行的享乐主义和行为忠诚度。

研究局限性/影响

该研究的小样本量和有限的地理范围对研究结果的广泛应用产生了重大不利影响。此外，Aaker (1991) 的 CBBE 模型虽然足够，但可能会降低出现细微结果的可能性。

原创性/价值

本研究通过将 CBBE 的营销框架应用于南非的时装研究，推进了跨学科研究的前沿。经验证的测量量表强调南非享乐主义和行为忠诚度的相关性，可能对其他新兴经济体的奢侈时尚品牌的类似研究有用。