Central European Business Review 2025, 14(1):19-55 | DOI: 10.18267/j.cebr.374

Identifying Positioning Axes for Building Brand Equity in Cork Fashion Products

Paulo Botelho Pires ORCID...1, Fabiana Oliveira de Sousa2, José Duarte Santos ORCID...3
1 Porto Business School, University of Porto, Portugal, paulopires@pbs.up.pt (corresponding author)
2 School of Economics and Management (FEP.UPorto), University of Porto, Portugal, f.olsousa@gmail.com
3 CEOS.PP, ISCAP, Polytechnic of Porto (ISCAP/PP), Portugal, jdsantos@iscap.ipp.pt

Cork is a natural, recyclable, non-toxic and renewable resource with unique functional characteristics that is part of a self-sustaining sector. It is increasingly being applied to fashion brands from its traditional use in the wine and construction sectors. This shift is posing new challenges, starting with the determination of the positioning axes that are viable to create brands with value. To answer this question, the methodology used consists of a three-step sequence that includes a series of interviews to identify potential positioning axes, a questionnaire with 152 answers to confirm the validity of these axes and then applying partial least squares structural equation modelling (PLS-SEM). The consumer-based brand equity (CBBE) pyramid model is used as the brand equity model. The results show that fashion brands of cork products can position themselves on the functional and symbolic axes. The axes are sustainability, Portugal, ecology, nationalism, heritage, lightness, creativity, biodiversity, softness, innovation, waterproofness and resistance. The application of PLS-SEM to the CBBE pyramid model has shown that brand equity can be built on the foundation of the validated positioning axes.
Implications for Central European audience: This study establishes a framework for the development of sustainable cork fashion brands, which are representative of the traditions or heritage that symbolically are a nation's identity. It comprises a structured sequence of interviews (to identify the positioning axes), a questionnaire (to ensure brand equity) and the application of PLS-SEM to the CBBE (to verify the compliance of the framework). Based on empirical evidence, this framework can be applied to other industries or products that want to create brands with value.

Keywords: brand equity; positioning; cork products; brand positioning; brand value; sustainable cork fashion brands
JEL classification: M30, M31, M37

Received: January 31, 2024; Revised: April 10, 2024; Accepted: April 28, 2024; Prepublished online: July 22, 2024; Published: March 28, 2025  Show citation

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Pires, P.B., de Sousa, F.O., & Duarte Santos, J. (2025). Identifying Positioning Axes for Building Brand Equity in Cork Fashion Products. Central European Business Review, 14(1), 19-55. doi: 10.18267/j.cebr.374
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