Key drivers of brand equity in fast food businesses. A case of kitwe district
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F24%3A43925744" target="_blank" >RIV/62156489:43110/24:43925744 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.15544/mts.2024.39" target="_blank" >https://doi.org/10.15544/mts.2024.39</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.15544/mts.2024.39" target="_blank" >10.15544/mts.2024.39</a>
Alternative languages
Result language
angličtina
Original language name
Key drivers of brand equity in fast food businesses. A case of kitwe district
Original language description
This study aims to identify and investigate the factors that influence brand equity in the fast-food business in Kitwe district of Zambia. Unlike other studies, a holistic approach that examined allthe Consumer Based Brand Equity (CBBE)drivers of Brand equity (BE)was used. This study usedcross-sectional data with a survey approach to collect appropriate data from arandomly selected sample of 400 respondentsthrough online forms.The results showed thatamong the five determinants of BE, brandawareness, brand loyalty,and perceivedquality were found to have a significant effect on BEin fast food businesses. Fast food businesses,especially those in theKitwe district,should consider creating a loyal customer base by ensuring that their clientele base is kept informed, responding to their complaints,which in the long run enhances their relationships.The results areeffective for fast food business firms in developing the necessary business functions thatattract more consumers and ensure maximum utility.
Czech name
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Czech description
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Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
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OECD FORD branch
50201 - Economic Theory
Result continuities
Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace
Others
Publication year
2024
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
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
3
Country of publishing house
LT - LITHUANIA
Number of pages
15
Pages from-to
419-433
UT code for WoS article
001349805500010
EID of the result in the Scopus database
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