Brand Equity in Fast-Food Businesses among Copperbelt University Students

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F24%3A43925444" target="_blank" >RIV/62156489:43110/24:43925444 - isvavai.cz</a>

Result on the web

<a href="https://doi.org/10.15544/mts.2024.25" target="_blank" >https://doi.org/10.15544/mts.2024.25</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.15544/mts.2024.25" target="_blank" >10.15544/mts.2024.25</a>

Result language

angličtina

Original language name

Brand Equity in Fast-Food Businesses among Copperbelt University Students

Original language description

This study identified and investigated the factors that influence brand equity in the fast-food industry among students at Copperbelt University in Zambia. The aspects developed by Aaker (1991) were used to create a clear understanding of the relationships amongst the determinants of brand equity; brand awareness (BW), brand association (BA), perceived value (PV), brand loyalty (BL) and perceived quality (PQ) have been used for testing the hypotheses. Cross-sectional data with a survey approach were used to collect appropriate data for the calculation and analysis of the findings. A sample of 351 students was used and questionnaires were distributed through online forms to acquire valid responses for evaluation and the results were analysed using STATA v17. The reliability test was performed using Cronbach&apos;s alpha test, and each item was found to have a threshold above 0.5. The data analysed showed that of the four determinants of brand equity used, only brand awareness had no significant effect on brand equity (BE) in fast food chains at Copperbelt University. There is a need for fast food managers and business stakeholders of fast-food businesses to focus on and expand on the determinants of brand equity outlined in this dataset.

Czech name

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Czech description

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Type

J_imp - Article in a specialist periodical, which is included in the Web of Science database

CEP classification

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OECD FORD branch

50204 - Business and management

Project

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Continuities

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year

2024

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Name of the periodical

Management Theory and Studies for Rural Business and Infrastructure Development

ISSN

1822-6760

e-ISSN

2345-0355

Volume of the periodical

46

Issue of the periodical within the volume

2

Country of publishing house

LT - LITHUANIA

Number of pages

12

Pages from-to

240-251

UT code for WoS article

001265086000013

EID of the result in the Scopus database

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