This study examines the relationship between brand equity dimensions (brand awareness, brand loyalty, brand image, and perceived quality) and brand equity in the Chinese clothing industry. It does so by extending Yoo, Donthu, and Lee's (2000) brand equity generation model. To collect the necessary data, an intercept survey was conducted in shopping malls in China's two largest cities, Beijing and Shanghai. As China's middle class expands and the market becomes more global, Chinese consumers are beginning to look and behave more like their counterparts in more industrialized countries. The directional relationships between brand equity and each of the studied variables, including perceived quality, brand awareness, brand image, and brand loyalty, were Found to be contentious. This finding was consistent with what had been discovered during the literature review. In contrast, ANOVA was used to investigate their linkages in the Chinese market using the study's data. Marketers may be able to use the data to inform their distribution strategy in the Chinese market. The study's analysis of variance (ANOVA) results revealed that distribution intensity correlated positively with all brand performance indicators (recognition, loyalty, perception, and perceived quality). As a result, it is possible that a lower perception of quality among Chinese customers will result in a more positive brand image and an increase in customer loyalty in the Chinese marketplace.

Brand, Brand Image, Perceived Quality