摘要：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.
