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Article history: Received: July 25, 2018 Received in revised format: August 29, 2018 Accepted: September 22, 2018 Available online: September 22, 2018 Branded fashion clothing is developing expeditiously in Bangladesh. Bangladeshi local apparel fashion brand outlets are flourishing with positive customers’ attitude. The aim of this research is to understand the effect of brand equity on customers’ desire to spend on a premium price on a shopping store named Aarong. The research tries to discover different aspects of brand equity by analyzing the customers’ manner and buying behavior. In this research, Aaker’s brand equity model is used to examine the influence of brand equity on consumers’ intention to pay for a premium cost. The necessary data for the study is collected from 100 respondents using the non-probability judgmental sampling technique. The collected data is analyzed by regression analysis so that the relationship can be examined, properly and the results support the proposed four hypotheses. It is found that among four brand equity variables, brand association maintained the most significant impact on creating positive customer intention to pay the premium price. Other variables such as brand recognition, discerned quality and brand faithfulness only slightly create positive influence on customer intention to pay the premium price. Thus, the results indicate that to ensure good performance and attract customers, Aarong must put more emphasis on improving all brand equity variables and maintain a suitable balance among them. © 2018 by the authors; licensee Growing Science, Canada

The influence of brand equity on customer intention to pay premium price of the fashion house brand