Abstract
Brand equity of luxury fashion brands and their relationships with cultural orientation were studied in college women from a central university in Beijing, China (n = 163) and a large public university in the Eastern region of the United States (n = 121). The Chinese sample revealed a greater degree of collectivism and power distance than the U.S. counterpart, whereas the U.S. sample revealed a higher degree of uncertainty avoidance. For the consumer-based brand equity dimensions (i.e., perceived quality, brand loyalty, brand awareness, brand association), cultural differences were found, with the U.S. sample showing greater scores than the Chinese sample for all but brand loyalty. Overall brand equity of luxury fashion brands was significantly higher in the Chinese than in the U.S. sample. Brand purchase intensions by consumers in each country were accounted for by different brand equity dimensions. Implications for marketers/retailers of luxury fashion brands are discussed.