Articlehybrid2012

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

Teck Ming Tan · Devinaga Rasiah · Hishamuddin Ismail

15 citations0/0 files storedInternational Journal of Business and Management

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Customer Service Quality and Loyalty

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.

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References

1994The Commitment-Trust Theory of Relationship Marketing 1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 1997Dimensions of Brand Personality 1997Strategic Brand Management: Building, Measuring, and Managing Brand Equity 1991Managing Brand Equity 1996Measuring Brand Equity Across Products and Markets

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