Brand Equity in Fast-Food Businesses among Copperbelt University Students

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Brand Equity in Fast-Food Businesses among Copperbelt University Students

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Brand Equity in Fast-Food Businesses among Copperbelt University Students

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2024

Kód důvěrnosti údajů

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

Název periodika

Management Theory and Studies for Rural Business and Infrastructure Development

ISSN

1822-6760

e-ISSN

2345-0355

Svazek periodika

46

Číslo periodika v rámci svazku

2

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

12

Strana od-do

240-251

Kód UT WoS článku

001265086000013

EID výsledku v databázi Scopus

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