An empirical study on brand equity in Malaysian fast food industry
The main objective of this study was to develop a customer-based brand equity model in the context of Malaysian fast food industry. Importantly, this study investigates the casual relationships among dimensions of consumer-based brand equity. In the same vein, it classifies the dimensions of Aaker’s...
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| Format: | Thesis |
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2012
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| Summary: | The main objective of this study was to develop a customer-based brand equity model in the context of Malaysian fast food industry. Importantly, this study investigates the casual relationships among dimensions of consumer-based brand equity. In the same vein, it classifies the dimensions of Aaker’s (1991) consumer-based brand equity model based on hierarchy of effects theory, which provided the guidelines for the development for most of the available marketing models (Belch & Belch, 2009). A total of 600 self-administered questionnaires were distributed via nonprobability convenience sampling across fast food restaurant brands in the Klang Valley, Malaysia. Structural Equation Modeling (SEM) was adopted to analyse the data. Out of 12 hypotheses, 9 statements were supported and 3 were rejected. |
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