Dimensions of Brand Equity in the Food Truck Business
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 17
Abstract
The food truck business has become one of the new trends in the Malaysia food and beverage industry. The food truck operators embedded brand as part of their business and favourable brand image appear as the reason for the customer to visit the food truck. In view of brand awareness, brand image and perceived quality as the dimensions, therefore, the aim of this study is to examine the relationship among the dimension of brand equity. Brand equity was measured using three dimensions, namely brand awareness, brand image and perceived. Data were collected using survey questionnaire and involved 451 of food truck’s customer that operated in Klang Valley. The findings confirmed that all dimensions of brand equity are correlated. From the theoretical perspectives, the findings provide brand awareness, brand image and perceived quality as the dimension of brand equity. This study also suggested that the food truck manager should focus on brand awareness and brand image to increase customer’s perceived quality.
Authors and Affiliations
Rahayu Mokhtar, Zulhan Othman, Aliffaizi Arsat, Hashim Fadzil Ariffin
Keywords
Related Articles
- EP ID EP598888
- DOI 10.6007/IJARBSS/v8-i17/5223
- Views 73
- Downloads 0
A Proposed Framework based Electronic Medical Records (ERM) for Implementation of Technology Acceptance in Healthcare Service
This study extends applicability of the Technology Acceptance Model (TAM) to test user acceptance of EMR in the hospital. This study aims to assess the EMR characteristics which could affect the healthcare profession’s b...
Trait Anxiety among Perlis Silat Athletes During SUKMA Tournament
This study was conducted to examine the effects of the level of concerns among Perlis Silat athletes before the Sukma competition. The study focuses on the level of anxiety among the Perlis Silat athlete before the Sukma...
The Effect of Brand Awareness, Brand Image and Perceived Quality on Customer Behaviour Intention
Brand equity adds value added to a business and can be a factor for success in a competitive market. In the competitive market of food truck business, food truck operators should understand that brand equity could give s...
Knowledge States of Pupil Learning at a High Performance Rural Primary School
Socio-economic status, parent education and infra-structures are some of the factors that are believed to influence pupil learning in rural primary schools. However, some rural primary schools are actually high performan...
A Proposed Framework of Academic Staff Up-Take in Integrating E-Learning in the Education Delivery
The environment in which higher education institutions operate changed from solely a traditional classroom environment to a mixed mode environment with e-learning taking the central attention. Profound changes and develo...