Influence of Brand Equity on Brand Trust: Mediation of Brand Reputation and Moderation of Social Media

Richard Barfi ,Brice Berinyuy Fonjong ,Ran Kwabena Fosu Sarpong ,Samuel Afryie ,Li Yuan

doi:10.7176/ejbm/11-21-02

Abstract

The Present study aims to investigate the brand equity of the local as well as international fast food restaurants in the country of Ghana. Furthermore, the study investigates the particular brand association (B Ass.) and brand awareness (B Aw.) dimensions of the brand equity (BE). Moreover, the mediating role of the brand reputation (BR) examined in between dimensions of brand equity and brand trust (BT). In addition the moderating effect of social media also investigated. Study adopted the partial least square 3.0 for inferential statistics as well as structural equation modelling. The results of the study exhibited, that brand equity has positive and significant influence on brand reputation. Moreover the positive and significant effects of social media on brand trust also notified in the study. In addition, the effect of brand awareness on brand trust partially mediated by brand reputation, while the association between brand association and brand trust is fully mediated. Furthermore, the moderating effect of social media (SM) on brand trust noted negative and significant. The outcomes of the scholarship add to advance indulgent of the multifaceted psychosomatic procedures tangled in purchaser selection standards for a fast food restaurants and service industry. Keywords: Brand Equity (BE); Brand Awareness (B Aw.); Brand Association (B Ass.); Brand Reputation (BR); Brand Trust (BT); Social Media (SM) DOI : 10.7176/EJBM/11-21-02 Publication date :July 31 st 2019

Highlights

Building and sustaining a brand is indispensable in the current era of modest marketing milieu, and brand equity (BE) is the result of well-planned, and utilized brand activity stashes (Seetharaman et al, 2001)
5 Discussion and Conclusion The current study adds to the mounting literature on BE, brand reputation (BR), brand trust (BT) and the interaction effect of social media (SM)
This study cores on the progress of a BE model, suitable for chain and fast food restaurant brands (KFC, Pizza Hut, TGI Fridays, Subway, The Chair Bar & Grill), and emphases on its measurements as embodied by “chain restaurants’ consumption psychology”

Summary

Introduction

Building and sustaining a brand is indispensable in the current era of modest marketing milieu, and BE is the result of well-planned, and utilized brand activity stashes (Seetharaman et al, 2001). Vicissitudes in Cs, routines have directed to an upsurge in the plea for diverse eating experiences and to the fast advancements in the fast food restaurant hospitality industry (Min and Min, 2011). Such progress has an impact the exterior of various local and international brands which repeatedly form robust brands in order to fortify keenness and BE so that Cs are capable to identify a particular restaurant (Kim and Kim, 2005). Owed to the distinctive qualities of services like intangibility and heterogeneity, products-based BE, it is claimed, necessitates alterations to encounter hospitality industry and service brand assessment necessities (Nam et al, 2011)

Methods

Results

Conclusion