How digital efforts build equity: Moderating role of brand type, familiarity, and consumer green consciousness in the fashion sector

The fashion industry faces mounting pressures from rapid digital transformation and rising consumer expectations for sustainability, yet how these forces jointly influence brand equity remains underexplored. To address this issue, the present study investigates how digitalization intensity contributes to consumer-based brand equity, while examining the moderating influences of brand type (luxury versus fast fashion), brand familiarity, and consumer green consciousness. Building on the dynamic capabilities' perspective, we implemented a 2 (digitalization intensity: high vs. low) × 2 (brand type: luxury vs. fast fashion) between-subjects experiment with U.S. consumers (N = 547) recruited through a commercial online panel. Data were analyzed using structural equation modeling. Results show that greater digitalization intensity strengthens brand equity, with particularly strong effects for fast fashion brands and brands with low consumer familiarity. Although consumer green consciousness did not significantly moderate the focal relationship, it still demonstrated a positive tendency, suggesting a reinforcing role. Overall, the study advances understanding of the boundary conditions of digitalization's value creation and offers practical guidance.