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Malaysian Fast Food Brand Equity

Author

Listed:
  • Teck Ming Tan
  • Hishamuddin Ismail
  • Rasiah Devinaga

    (Taylor’s University, Malaysia
    Multimedia University, Malaysia)

Abstract

Most Malaysian research defines the brand equity dimensions. This paper addresses this gap by developing an empirical research model with better understanding of sequential relationships between the dimensions of brand equity within the Malaysian fast food context. The results indicate perceived quality (PQ) and brand awareness (BA) are the initial stage of brand building. Brand familiarity, brand image, and brand trust serve as important role in enlightening the relationships between PQ, BA, and attitudinal brand loyalty (ABL). ABL plays as a key variable for explicating the relationships between other dimensions and overall brand equity. Future research could explore the possibility of a longitudinal study through repeated observations, and invariance test across different samples to make certain the components of measurement model and structural model are remained equivalent.

Suggested Citation

  • Teck Ming Tan & Hishamuddin Ismail & Rasiah Devinaga, 2015. "Malaysian Fast Food Brand Equity," Journal of Developing Areas, Tennessee State University, College of Business, vol. 49(5), pages 53-65, Special I.
    • Handle: RePEc:jda:journl:vol.49:year:2015:issue5:pp:53-65
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    File URL: http://muse.jhu.edu/journals/journal_of_developing_areas/v049/49.5.tan.html
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    Citations

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    Cited by:

    1. Puris Sornsaruht, & Sudaporn Sawmong,, 2017. "Antecedents of Thai Select restaurant brand loyalty in the United Kingdom," Business and Economic Horizons (BEH), Prague Development Center, vol. 13(4), pages 478-495, October.

    More about this item

    Keywords

    Brand equity; Fast food; Sequential order;
    All these keywords.

    JEL classification:

    • M13 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - New Firms; Startups
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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