Abstract
Purpose – This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia.Design/methodology/approach – A survey of the fast food industry in Malaysia was conducted as the primary source of information.Findings – It is expected that religious sensitivity will influence brand trust, equity and values of the food industry in Malaysia.Research limitations/implications – The paper focuses on the fast food industry and concentrates only on the impact of religious sensitivity on brand trust, equity and values.Practical implications – The results provide insights to the fast food sector and other organizations of similar structure regarding how they could manage marketing strategies for improved business performance.Originality/value – This paper is perhaps one of the first to investigate the impact of religious sensitivity on the fast food industry.
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