Fashion Blog’s Influence on Fashion Brand CBBE
Seonhee Park, Ratih Hurriyati, Heny Hendrayati

Universitas Pendidikan Indonesia, Bandung, Indonesia

Abstract

With the emergence of the Web 2.0 the traditional media world has changed and new media have become available to brands. Fashion blogs are a relatively new marketing tool, enabling fashion brands and their consumers to interact in a two-way dialogue. Today, consumers turn to other consumers to gather information, inspiration, and advice about brands, and fashion blogs have become a mean to this goal. The aim of this journal was therefore to explore how fashion blogs can affect brand equity and what role online fashion blogs play in consumers’ creation of the extended self and the formation of consumers’ perception of fashion brands. The theoretical foundation for this journal was primarily based on Keller’s customer-based brand equity (2001). Findings implied fashion blog readers perceive both fashion brands and fashion blogs to have enduring importance, and their motivations for reading these fashion blogs is related to inspiration, entertainment, learn about new things, stay updated, accessibility, research, and habit. Further, it was established some of these motivational factors, along with level of consumption, involvement in fashion brands, extension of self, and trust, influence blog readers’ involvement in fashion blogs. Moreover, it was found that fashion blogs play a role in consumers’ creation of the extended self. However, it appeared fashion blog readers only utilize fashion blogs to learn what they should wear in order to express something about themselves, and not to associate with other people or groups, which was somewhat surprising. Lastly, fashion blogs are excellent at creating brand awareness and image, thus establish identity and meaning for brands, resulting in favorable responses from consumers.

Keywords: fashion blogs, online fashion, fashion brands, brand equity, Keller, customer-based brand equity, qualitative research

Topic: Marketing Management