Work

The Common Challenges of Brand Equity Creation among Local Fast Food Brands in Malaysia

Year: 2012

Type: article

Abstract: This study reflects on the need to examine the challenges of brand equity creation among Malaysian fast foodbrands. There was a need to observe brand awareness which contributes greater variance on brand trust,attitudinal brand loyalty, and overall brand equity than perceived quality across global and Malaysian brands.The main purpose of this study was to provide a better management practices for branding strategy and brandtracking; highlighting the natural drawbacks on focusing the perception of brand quality that have been exercisedby many Malaysian fast food brands. The result of this study reveals that the dimensions of consumer-basedbrands equity could be reasonably related to category specific.

Source: International Journal of Business and Management

DOI: 10.5539/ijbm.v8n2p96

Authors: Teck Ming Tan, Rasiah Devinaga, Ismail Hishamuddin

Institution: Multimedia University

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

OpenAlex ID: W2004860876

FWCI: 3.648

Cites: 57

Cited by: 15

Related to: 10