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Original Research | Marketing | Volume 15 Issue 7, July 2026 | Pages: 1605 - 1615 | India
Resale Price Ratios and Brand Equity
Abstract: This study investigates the extent to which brand equity influences the resale value of fashion products by introducing the Resale Price Ratio (RPR), defined as the ratio of average resale price to original retail price. Using secondary market data from Grailed and Depop, 842 resale listings representing fifteen fashion brands across heritage, premium streetwear, and youth-indie segments were analysed. A complementary survey of 102 Indian consumers examined brand awareness, perceived quality, and willingness to pay for second-hand branded products. Premium streetwear brands recorded the highest average RPR (1.15), significantly outperforming heritage brands (0.71), while youth-indie brands displayed substantial variation associated with differences in brand identity and community engagement. Statistical analyses supported significant differences between premium streetwear and the other brand tiers. The findings suggest that RPR provides a practical market-based indicator of consumer-based brand equity using publicly observable resale market data. The study contributes an accessible measurement approach for researchers and emerging fashion brands while extending existing market-based brand equity frameworks to secondary markets.
Keywords: Brand equity, Resale price ratio, Fashion resale markets, Consumer behaviour, Secondary markets, Streetwear, Brand valuation, Consumer-based brand equity
How to Cite?: Naitik Choudhary, Shirleen Gaheer, "Resale Price Ratios and Brand Equity", Volume 15 Issue 7, July 2026, International Journal of Science and Research (IJSR), Pages: 1605-1615, https://www.ijsr.net/getabstract.php?paperid=SR26718175400, DOI: https://dx.doi.org/10.21275/SR26718175400