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 language | English |
|---|---|
| Pages (from-to) | 292-302 |
| Number of pages | 11 |
| Journal | International Journal of Innovation, Creativity and Change |
| Volume | 8 |
| Issue number | 6 |
| Publication status | Published - 1 Jan 2019 |
Keywords
- Brand
- Brand association
- Brand awareness
- Brand equity
- Brand loyalty
- Perceived quality