This study reflects on the need to examine the challenges of brand equity creation among Malaysian fast food brands. 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 brand tracking; highlighting the natural drawbacks on focusing the perception of brand quality that have been exercised by many Malaysian fast food brands. The result of this study reveals that the dimensions of consumer-based brands equity could be reasonably related to category specific.
Consumers' lack of trust in the private label brand is thought to be the root cause of private label's failure in developing markets, particularly in Asia. To improve their market share in developing markets, retailers must address private-label brand trust issues and utilize private-label characteristics to convince non-users to adopt their products. However, brand trust, which is understood to play a significant impact in innovation adoption, is not taken into account in the Diffusion-of-Innovation literature. To fill this gap, this study aims to apply a trust-based commendation to supplement 'brand trust' as the innovation characteristic and validate an adoption model for the private label that consists of all its important innovation characteristics. Brand trust is also expected to play a determinant role in the innovation characteristic model as an affective-based innovation characteristic. As a result, this study has empirically proven brand trust (β = 0.364) to be the most influential characteristic of adoption intention compared to relative advantage (β = 0.214), compatibility (β = 0.214), and perceived risk (β = -0.167). The empirical support of brand trust as the affective mediator contributes to justifying the significance of affectivebased characteristics to the adoption of innovation.
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.
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