An empirical study on brand equity in Malaysian fast food industry

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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Bibliographic Details
Main Author: Tan, Teck Ming
Format: Thesis
Published: 2012
Subjects:
HF5410-5417.5 Marketing
Distribution of products
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id my-mmu-ep.5590
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spelling my-mmu-ep.55902014-06-17T05:28:55Z An empirical study on brand equity in Malaysian fast food industry 2012-05 Tan, Teck Ming HF5410-5417.5 Marketing. Distribution of products 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. 2012-05 Thesis http://shdl.mmu.edu.my/5590/ http://library.mmu.edu.my/diglib/onlinedb/dig_lib.php masters Multimedia University Faculty of Business and Law
institution Multimedia University
collection MMU Institutional Repository
topic HF5410-5417.5 Marketing
Distribution of products
spellingShingle HF5410-5417.5 Marketing
Distribution of products
Tan, Teck Ming
An empirical study on brand equity in Malaysian fast food industry
description 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.
format Thesis
qualification_level Master's degree
author Tan, Teck Ming
author_facet Tan, Teck Ming
author_sort Tan, Teck Ming
title An empirical study on brand equity in Malaysian fast food industry
title_short An empirical study on brand equity in Malaysian fast food industry
title_full An empirical study on brand equity in Malaysian fast food industry
title_fullStr An empirical study on brand equity in Malaysian fast food industry
title_full_unstemmed An empirical study on brand equity in Malaysian fast food industry
title_sort empirical study on brand equity in malaysian fast food industry
granting_institution Multimedia University
granting_department Faculty of Business and Law
publishDate 2012
_version_ 1747829581674446848

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