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Defining a new Brand Construct: Trendy Brands
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"Purpose: This thesis seeks to answer our main research question: What are the defining characteristics of Trendy Brands?
This thesis aims to conceptualise and validate a novel construct in branding theory—Trendy Brands—and to explore its impact on consumer behaviour. Despite frequent references to trend and trendiness in the literature, the attribute has lacked a consistent conceptual foundation or empirical validation. Addressing this gap, this research seeks to define the characteristics of Trendy Brands, develop a reliable measurement scale, and assess the construct’s predictive value in relation to key Brand Equity outcomes, including brand loyalty and consumers’ willingness to pay premium prices.
Methodology: A mixed-method and multi-method approach was employed, consisting of four complementary studies. The first two studies involved systematic literature reviews to identify and synthesise the most relevant brand determinants and the conceptual evolution of brand value over the past two decades. The third study employed qualitative methods, including focus groups and semi-structured interviews, following an abductive approach to identify and categorise brand traits associated with trendy brands. In the fourth study, a series of quantitative analyses were conducted using three independent samples to develop and validate the TRENDY scale. Techniques included exploratory and confirmatory factor analyses, as well as nomological and discriminant validation assessments.
Findings: This research defines Trendy Brands as those that align with current social and cultural trends, while embodying boldness, innovation, and desirability, ultimately captivating consumers and stimulating passion. The construct was operationalised through a psychometrically validated scale, demonstrating high reliability and robustness across multiple studies. Findings show that Trendy Brands significantly influence core Brand Equity outcomes—especially brand loyalty and willingness to pay a premium. Furthermore, the thesis introduces the concept of the Trendy Brands Journey, highlighting the dynamic nature of trendiness and its potential to be cultivated across brand lifecycles. The proposed TRENDY construct is distinct from related concepts such as Brand Coolness and Brand Love, as demonstrated through discriminant and nomological validation.
Originality/Value: This thesis offers a substantial theoretical contribution by introducing and validating a new construct—Trendy Brands—that had not previously been formally defined or empirically tested within branding literature. It addresses the lack of clarity in existing models of brand equity and expands the theoretical framework to include contemporary consumer–brand dynamics rooted in socio-cultural relevance and trend alignment. Methodologically, it combines qualitative and quantitative techniques in a rigorous, replicable framework. The TRENDY scale provides a valuable tool for academics and practitioners to assess, compare, and develop new brand strategies. Practically, the research offers actionable insights for brand managers aiming to enhance brand desirability, justify premium pricing strategies, and foster deeper consumer engagement. The work is especially relevant in saturated markets where emotional and symbolic brand attributes serve as critical differentiators"
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Palavras-chave
Branding Brand equity Brand value Trendiness Trendy brands