Brand equity is the brand’s overall strength (Aaker, 1991). Brand equity refers to the value derived from consumer recognition of the overall superiority of a particular brand, which raises a firm’s competitive advantage based on brand value propositions besides low price (Lassar et al., 1995). According to Keller (1993), consumer-based brand equity (hereafter CBBE) occurs when a brand’s marketing mix leads to the following consumer responses: familiarity with the brand; favorable, strong, and unique brand associations; and consequent consumer loyalty toward the brand. Brand associations consist of the amalgamation of meanings that a consumer connects to a brand (Aaker, 1991). These associations are categorized as cognitive, sensory, or affective dimensions, yet most branding studies concentrate on the cognitive aspects of consumer associations (Cho et al., 2015). Research supports Keller’s (1993) noted impact of CBBE, as it has been linked to preferential evaluations of the brand by consumers (Hoeffler and Keller, 2003) as well as increased consumer confidence and trust in their purchase decisions (Lassar et al., 1995). These responses lead to higher levels of consumer satisfaction and repeat-purchase intentions (Buil et al., 2013), along with an increased willingness to pay a premium price for the brand (Hoeffler and Keller, 2003). Consequently, these consumer responses help to ensure the success of the brand (Lassar et al., 1995; Keller, 1993). It follows that creating and maintaining equity among customers should be a top priority for brands (Aaker, 1991) and a topic of future study by researchers. Despite numerous models of brand equity, researchers (Davcik et al., 2015) have noted the need for further research on drivers of brand equity formation. Research has focused on brand equity measures such as brand awareness, associations, image, and loyalty (see Buil et al., ۲۰۱۳) and influencing factors such as marketing mix variables (e.g., Cobb-Walgren et al., 1995; Yoo et al., 2000). However, non-marketing mix factors, such as consumer variables, have received little attention (Yasin et al., 2007). Further investigation should focus on the role of the consumer in brand equity creation (Davcik et al., 2015; Yasin et al., 2007). Consumer innovativeness—the propensity of consumers to buy or adopt new products (Midgely and Dowling, 1978)—may be particularly important to building equity for brands that depend on frequent product innovation to drive consumer demand, such as fashion-related brands. Such brands consist of appearance-related products including apparel, footwear, cosmetics, and jewelry. Consumer innovativeness leads to adoption of product innovations that build awareness of and purchasing confidence in the new product by others in the product adoption cycle (e.g., early majority consumers) (Kim et al., 2011). Therefore, it is important to determine what role innovativeness plays in the CBBE model.