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Brand Equity in Fast-Food Businesses Among Copperbelt University Students

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  • Muchuu Bravo

    (PhD. Student, Department of Business Economics, Mendel University, Brno, Czechia)

Abstract

This study identified and investigated the factors that influence brand equity in the fast-food industry among students at Copperbelt University in Zambia. The aspects developed by Aaker (1991) were used to create a clear understanding of the relationships amongst the determinants of brand equity; brand awareness (BW), brand association (BA), perceived value (PV), brand loyalty (BL) and perceived quality (PQ) have been used for testing the hypotheses. Cross-sectional data with a survey approach were used to collect appropriate data for the calculation and analysis of the findings. A sample of 351 students was used and questionnaires were distributed through online forms to acquire valid responses for evaluation and the results were analysed using STATA v17. The reliability test was performed using Cronbach’s alpha test, and each item was found to have a threshold above 0.5. The data analysed showed that of the four determinants of brand equity used, only brand awareness had no significant effect on brand equity (BE) in fast food chains at Copperbelt University. There is a need for fast food managers and business stakeholders of fast-food businesses to focus on and expand on the determinants of brand equity outlined in this dataset.

Suggested Citation

  • Muchuu Bravo, 2024. "Brand Equity in Fast-Food Businesses Among Copperbelt University Students," Management Theory and Studies for Rural Business and Infrastructure Development, Sciendo, vol. 46(2), pages 240-251.
    • Handle: RePEc:vrs:mtrbid:v:46:y:2024:i:2:p:240-251:n:1013
    DOI: 10.15544/mts.2024.25
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    References listed on IDEAS

    as
    1. Macdonald, Emma K. & Sharp, Byron M., 2000. "Brand Awareness Effects on Consumer Decision Making for a Common, Repeat Purchase Product:: A Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 5-15, April.
    2. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand awareness; brand equity; cross-sectional; fast-food businesses; students;
    All these keywords.

    JEL classification:

    • D80 - Microeconomics - - Information, Knowledge, and Uncertainty - - - General
    • D41 - Microeconomics - - Market Structure, Pricing, and Design - - - Perfect Competition
    • D03 - Microeconomics - - General - - - Behavioral Microeconomics: Underlying Principles
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M20 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - General
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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