The Effect of Brand Awareness, Brand Image and Perceived Quality on Customer Behaviour Intention
Journal Title: International Journal of Academic Research in Business and Social Sciences - Year 2018, Vol 8, Issue 12
Abstract
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 significant impacts on customer revisit intention. Therefore, this study examines the role of brand awareness; brand image and perceived quality as dimensions of brand equity from the perspective of food truck business, in creating the customer revisit intention. Through survey questionnaires distributed to 451 food truck customers in the Klang Valley; brand awareness, brand image, as well as perceived quality were measured together against customer behavioural intention. The results of this study indicate that brand awareness is the most significant dimension that influences revisit intention, followed by perceived quality and finally, brand image; providing a useful insight on brand equity and food truck business. Findings from this study can be used as a guideline for food truck operators to focus on and strategize their brand equity. It is hoped that this will create a healthy competition amongst food truck operators.
Authors and Affiliations
Rahayu Mokhtar, Zulhan Othman, Hashim Fadzil Ariffin
Keywords
Related Articles
- EP ID EP596954
- DOI 10.6007/IJARBSS/v8-i12/5375
- Views 68
- Downloads 0
“I’m Not Married, Let’s Just All Look at Me”: Single Professional Malay Women’s Experience
Clearly for most people and most cultures, marriage is a pre-ordained path, the preferred social status and the sanctioned way. In Malay culture, most people cannot accept the idea that a never married ‘normal’ woman cou...
The Attractiveness of National Dual Training System (NDTS) Graduates
In line with the government’s policy to improve and streamline skills training in the country, the government took the initiative to upgrade and develop the teaching and learning methods of the skills training system. On...
A Review on the Evolution and Definition of Entrepreneurial Marketing
The differences and interface between Marketing and Entrepreneurship have been discussed and developed over the past thirty years. During the past three decades, Marketing and Entrepreneurship research streams have prosp...
Enhancing the Self-Efficacy and Assertiveness Level Among the Bullied Victim School Students By Using Cognitive Behaviour Theraphy (CBT) in Group Counselling Approach
Bullied victims indeed do feel necessity for helps in elevating their self-efficacy and assertiveness in order for them to be able to develop coping skills in confronting this phenomenal delinquency. This research was gr...
Re-Evaluation on Assumptions in Islamic Economics: A Preliminary Study
This paper is intended for a preliminary study in re-evaluating Islamic economics assumptions. The assumptions were based on the two common assumptions in economic system which includes scarcity of resources and humans u...