Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia
Journal Title: Journal of Asian Business Strategy - Year 2016, Vol 6, Issue 3
Abstract
This paper aims to test the link between word of mouth and brand equity in the restaurant industry. The data were collected from293 customers of the international fast food restaurants in east coast Malaysia using convenience sampling technique. The collected data were analysed using SPSS and Structural Equation Modelling (SEM). The findings revealed that word of mouth has a significant relationship with brand image and brand loyalty. Furthermore, word of mouth has a significant relationship with brand preference and brand leadership. Finally, the findings indicated that word of mouth has a significant positive relationship with overall brand equity. This paper provides useful implications for the decision makers in the fast food restaurants by improving their understanding of the role of word of mouth in affecting brand equity.
Authors and Affiliations
Jalal Hanaysha
Keywords
Related Articles
- EP ID EP112539
- DOI -
- Views 110
- Downloads 0
Effectiveness of six sigma methodology through BSC in banking industry
This paper aims to discuss the effectiveness of Six Sigma through balanced scorecard in banking industry. Six Sigma is a powerful analytical technique which yields a dramatic reduction in defects, errors, or mistak...
Efficiency of training: A comparative study on some selected commercial banks in Bangladesh
Most of the commercial banks in Bangladesh arrange different training programs for adapting their existing human resources to their jobs and also updating new information or techniques and reshaping their knowledge...
The relationship between personal traits and accounting students perception on ethics and love of money: Case of Malaysian government-linked university
Ethical crises occur in all professions, affecting not only those already in the profession, but also those preparing to enter it. The accounting profession experienced controversial the deepest crisis in its history wit...
Inclusive insurance sector: An innovative business model for micro-insurance delivery in Sri Lanka
The core objective of this study is to explore the feasibility of farmers’ organizations (FOs) as a vehicle for micro-insurance delivery of the paddy crop, grown by small-scale (peasant) farmers in Sri Lanka. Facto...
Demographic variables and retail choice pattern amongst urban Nigeria consumers
The policy importance of demographic studies is yet to be fully tapped as changes in retail pattern in most cities are worth explaining. The study looked at the impact of consumer demographics variables on consumer...