Factors affecting customer equity in UK online-only fashion brands
Published: 6 December 2021| Version 1 | DOI: 10.17632/rtx5srbgcf.1
Lauren Josie Thomas
This dataset captures responses from men and women (50/50 split) aged 18-35 on their purchases from the following online-only fast fashion brands operating in the UK: Purchased from Asos, Boohoo, LaRedoute, Missguided, Want That Trend, Very, Pretty Little Thing. It asks questions regarding their purchasing intentions and behaviours, to verify their customer-based value equity, brand equity, and relationship equity. These are drivers of customer equity.
University of South Wales
Marketing, Brand Equity, Customer Equity, Social Commerce