Comparative study on brand equity of fast food restaurants in Indonesia

Galang Arief Saidarka, Effy Zalfiana Rusfian

Research output: Contribution to journalArticle

Abstract

Brand equity is very important in the increasingly fierce market competition, especially for similar products to allow businesses to survive. The purpose of this study is to conduct a comparative study on the brand equity of three leading retail fast food outlets in Indonesia; Kentucky Fried Chicken, McDonald's and Burger King. This study uses a quantitative study approach through surveys using the one sample and a three-object technique. The results of this study indicate that (1) McDonald's has the highest brand equity, sitting above Kentucky Fried Chicken and Burger King respectively. (2) Brand Awareness is the leading dominant factor in forming Brand Equity in the fast food restaurant industry. (3) The length of a brand's operation is insignificant compared with the strength of brand equity of a fast food restaurant.

Original languageEnglish
Pages (from-to)292-302
Number of pages11
JournalInternational Journal of Innovation, Creativity and Change
Volume8
Issue number6
Publication statusPublished - 1 Jan 2019

Keywords

  • Brand
  • Brand association
  • Brand awareness
  • Brand equity
  • Brand loyalty
  • Perceived quality

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