The influence of consumer-based brand equity in selecting fast food restaurant / Siti Nabila Mohd Jaafar

• Main Author: Mohd Jaafar, Siti Nabila
• Format: Student Project
• Language: English
• Published: 2014
• Subjects: Branding (Marketing); Market surveys. Including brand choice. Brand loyalty; Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling; Consumer satisfaction
• Online Access: https://ir.uitm.edu.my/id/eprint/71955/1/71955.pdf; https://ir.uitm.edu.my/id/eprint/71955/

The dimensions of consumer-based brand equity influences consumer in selecting fast food restaurant. Strong brand equity obviously plays a main role in making consumer make a choice. Due to limited researches in consumer-based brand equity of fast food industry that stressed on all dimension, this r...