Abstract
The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who had visited four quick-service restaurants in Ho Chi Minh City were used for the structural equation modelling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging in the customer’s mind. Finally, managerial implications are presented based on the study results.
Highlights
In the hospitality and tourism industry, one of the most important assets of restaurant/ hotel businesses is the brand name and what that brand represents
Based on the main purpose of this research, our analysis focuses on two research questions: 1) Do brand equity and perceived value have a positive effect on customer revisit intention to quick-service restaurants?
Brand awareness combined with brand associations are significantly related to brand equity since they can be a signal of quality and commitment and they provide customer information about the brand at the point of purchase
Summary
In the hospitality and tourism industry, one of the most important assets of restaurant/ hotel businesses is the brand name and what that brand represents. Kim et al [2008] indicated that a strong brand equity may significantly affect customer revisit intention to mid-priced hotel chains in America. This relation is mediated by perceived value. There is little empirical research describing the relationship between brand equity, perceived value and customer revisit intention in the context of quick-service restaurants. Based on the main purpose of this research, our analysis focuses on two research questions: 1) Do brand equity and perceived value have a positive effect on customer revisit intention to quick-service restaurants?. 2) Does the effect of brand equity and perceived value have a positive effect on customer revisit intention among different customer groups?
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
