The mediating role of brand experience on product quality, service quality and consumer resonance of favourite fast food brand / Rozita Naina Mohamed, Norzaidi Mohd Daud and Rosidah Musa

• Main Authors: Naina Mohamed, Rozita, Mohd Daud, Norzaidi, Musa, Rosidah
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2011
• Subjects: Branding (Marketing); Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/77383/1/77383.pdf; https://ir.uitm.edu.my/id/eprint/77383/

Despite the importance of the Local Fast Food market segment and the growing revenues, nevertheless, not much has been done to understand on local home-grown fast food brand consumers. This study samples customer’s fast food consumption experience from their most favourite fast food brand in Malaysi...