Fast Food

IMPORTANCE OF CONSUMER BASED-BRAND EQUITY ON CONSUMER PERCEPTION OF BRAND WITH CASE STUDY OF FAST FOOD RESTAURANTS

Master Thesis in Business Administration

ABSTRACT

Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand.   Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices.

This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand.   However, this   thesis aims to   find out which among these three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity   in both restaurants   and to find out if customer based-brand equity differ between the two restaurants with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale.

A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only sixty four useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to have influence on consumer perceptions of brand.

TABLE OF CONTENT
ACKNOWLEDGEMENT 1
ABSTRACT 2
TABLE OF CONTENT 2
CHAPTER 1: INTRODUCTION 2
CHAPTER 1: INTRODUCTION 2
1.1 BACKGROUND 2
1.2 FAST FOOD RESTAURANT 2
1.3...