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

Tan, Teck Ming; Rasiah, Devinaga; Ismail, Hishamuddin

doi:10.5539/ijbm.v8n2p96

Cited by 9 publications

(9 citation statements)

References 49 publications

(40 reference statements)

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“…Therefore, I don't really trust brands like KFC or BFC." Our finding contradicts with Malaysian study of Tan et al (2013) which concludes that both global and Malaysian brands provide same quality food. Our study concluded that there is a relationship between fast food consumption and health consciousness.…”

Section: Discussioncontrasting

confidence: 99%

Exploring inside the box: a cross-cultural examination of stimuli affecting fast food addiction

Khalid

Lodhi

Mahmood

2019

BFJ

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Purpose The purpose of this paper, a cross-cultural study, is twofold: first, to identify personal, social, demographical and marketing facets that imply fast food addiction in Pakistan and America, and second to explore the reasons of reduction in fast food consumption in Pakistan. Design/methodology/approach The present study followed an explanatory sequential mixed-methods research design. Both quantitative and qualitative data collection methods were used to obtain supportive results of fast food consumption with the help of defining logical relations between independent and dependent variables. Partial least square based structural equation modeling technique was used to analyze quantitative data. For qualitative data, NVivo 11 was used to explore themes. Findings Quantitative findings of Pakistani setting suggested that craving and impulsiveness have a significant relation with addiction and have no mediation effect in both the countries. However, these results contradict with US study. Qualitative findings explored many personal, social, marketing and health factors that have affected fast food market of Pakistan which include low income, price-sensitive market, low quality, poor services, PFA, word of mouth, mood, obesity, environment and cultural influence on the consumption behavior of Pakistani consumers. Research limitations/implications This study is restricted to the consumption behavior of fast food only in two countries the USA and Pakistan. Hence, the results of this study cannot be generalized to other countries’ cultural and traditional values. In addition, this study only focuses on personal, social and marketing factors that implicate fast food addiction. Originality/value The consumption of fast food was the focus of analysis. Therefore, research adds value to service industry and helps in developing growth and marketing strategies for the fast food industry.

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Section: Discussioncontrasting

confidence: 99%

Exploring inside the box: a cross-cultural examination of stimuli affecting fast food addiction

Khalid

Lodhi

Mahmood

2019

BFJ

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“…The financial perspective deals with brand name’s asset value 47, 48 , whereas consumer perspective deals with consumer perceptions and responses towards brand name 49 . The firms can thus understand their consumers’ expectations and delight them 50, 51 . Researchers 52 have thus focused on the consumer-centric approach of brand equity.…”

Section: Literature Reviewmentioning

confidence: 99%

CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

Sharma

Jain

2019

Metamorphosis

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This study is aimed towards understanding the effect of perceived CSR initiatives (PCSRI) on brand loyalty, and consumer based brand equity (CBBE) in Indian sportswear market. This study was conducted on a group of respondents in Delhi NCR region. Different categories of sportswear brands were chosen for an adequate representation of market share, price and country of origin. The findings indicate that positive and direct relationships exist between PCSRI and consumer trust, PCSRI and brand loyalty; PCSRI and CBBE; consumer trust and brand loyalty; consumer trust and CBBE; brand loyalty and CBBE. The study contributes to the existing literature in understanding the role of PCSRI in building brand loyalty, consumer trust and CBBE. The study will help managers in implementing action plans for enhancing brand loyalty and CBBE in Indian sportswear industry.

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“…Global fast food franchises also tend to advertise and promote their brands to ensure a greater media and social network coverage. Today, the fast food services extend to breakfast, lunch, dinner, 24-hour service and drive through [26]. Fast food restaurants are particularly well liked by youngsters who in turned influence their parents decision of which restaurants to visit [25].…”

Section: Burgerizationmentioning

confidence: 99%

Changing Trends in Dietary Pattern and Implications to Food and Nutrition Security in Association of Southeast Asian Nations (ASEAN)

Soon¹,

Tee²

2014

IJNFS

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Availability, accessibility and food affordability does not necessarily guarantee its nutritional quality. A core component of food security includes nutrient utilization which reflects the need for dietary quality for an active and healthy lifestyle. Traditional diets particularly in urban areas are being replaced by diets higher in fats, salts and animal products and often with lower intakes of fresh fruits and vegetables resulting in a nutrition transition. Food consumption expressed in kilocalories (kcal) per capita per day is a key variable for measuring and evaluating the changes in dietary patterns. Back in the 1970s, the food consumption per capita in Indonesia, Lao PDR, Myanmar, Philippines and Vietnam measured less than 2200 kcal/day. A daily energy intake of 2200 kcal is regarded as necessary to avoid malnutrition. At present, it would appear that all SEA countries have increased to more than 2300 kcal/day. Obesity can co-exist with malnutrition in the same society. When food insecurity exists, dietary quality may be compromised which leads to higher intake of energy from food that are high in fat and carbohydrate, but low in nutrients and lack diversity. There have been increases in energy contribution from added vegetable oils and added sugars. Drivers for dietary pattern changes include trade liberalisation, international food trade leading to 'burgerization', foreign direct investment, emergence of supermarkets and fast food chains, increase in income and socioeconomic gains, urbanisation and access to social and mass media. Nutrition-related non-communicable diseases (NR-NCD) stems largely from the transition from traditional to contemporary patterns of food consumption and physical activity. Intervention strategies include rolling out the National Plan of Action for Nutrition (NPAN) (e.g. in Malaysia) which aims to ensure household food and nutrition security for all and to prevent and control diet-related non-communicable diseases. Economic measures such as imposing tax on sugar and energy-dense but nutrient-poor food. Labelling, home economics emphasizing the importance of nutrition security and the promotion of traditional healthy diets should be targeted among local communities and in the education system.

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

Cited by 9 publications

References 49 publications

Exploring inside the box: a cross-cultural examination of stimuli affecting fast food addiction

Exploring inside the box: a cross-cultural examination of stimuli affecting fast food addiction

CSR, Trust, Brand Loyalty and Brand Equity: Empirical Evidences from Sportswear Industry in the NCR Region of India

Changing Trends in Dietary Pattern and Implications to Food and Nutrition Security in Association of Southeast Asian Nations (ASEAN)

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