Key drivers of brand equity in fast food businesses. A case of kitwe district

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Key drivers of brand equity in fast food businesses. A case of kitwe district

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Key drivers of brand equity in fast food businesses. A case of kitwe district

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

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OECD FORD obor

50201 - Economic Theory

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

3

Stát vydavatele periodika

LT - Litevská republika

Počet stran výsledku

15

Strana od-do

419-433

Kód UT WoS článku

001349805500010

EID výsledku v databázi Scopus

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