Abstract
The study examines the factors that affect customer-based brand equity, and the effect of brand equity dimensions on fast-food brand equity depending on domestic and foreign origin. Data were obtained from 304 customers who eating in ten different business including five domestic and five foreign origins in the Balikesir City Center. Variance analysis was used to analyze the data. Research findings indicate that there is a significant relationship between customer-based brand equity and its perception depending on origins. The results also explores that foreign originated fast-food brand’s perception is more powerful than the domestic.
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