The Effect of Customer-Based Brand Equity on Customer Retention in Kano’s Fashion Industry

Abstract

This study was motivated by the increasing competition within the fashion industry and the need for fashion businesses to enhance customer retention through effective brand equity strategies. This study examined the effect of customer-based brand equity (CBBE) on customer retention in Kano’s fashion industry. Specifically, the study investigated the effects of brand awareness, perceived quality, and brand image on customer retention. A quantitative research design was adopted. Data were collected from customers of selected fashion businesses in Kano State using a structured questionnaire. The findings revealed that brand awareness, perceived quality and brand image have a significant positive effect on customer retention. The study concludes that CBBE is a critical determinant of customer retention in Kano’s fashion industry, with perceived quality emerging as the strongest predictor. The study recommends that fashion businesses should focus on improving product quality, strengthening brand awareness, and enhancing brand image to retain customers. Additionally, fashion firms should strategically utilize social media platforms to reinforce customers’ perceptions of product quality and strengthen long-term customer relationships.