The effects of brand equity and brand personality on customer value: The case of Uniqlo in Thailand

摘要

Fast Fashion Retailing has been one of the most competitive marketing in the world. Brand and branding strategy has become one of the main strategies for the company in this industry. This study aimed to investigate the consumers' perception on brand equity and brand personality and how these factors influence the customer value. The results indicated that both brand equity and brand personality were significantly influence the customer value.