期刊名称：International Business & Economics Research Journal
印刷版ISSN：1535-0754
电子版ISSN：2157-9393
出版年度：2011
卷号：10
期号：9
页码：67-80
语种：English
出版社：The Clute Institute for Academic Research
摘要：The aim of the study was to fill in the gaps in the discussion of the way in which fast food brand equity is developed. A proposed conceptual framework - Hierarchical chain of consumer-based brand equity - was postulated based on the casual relationships among dimensions of brand equity. A comprehensive and extensive literature review helped to develop a brand equity framework. In the fast food industry, the dimensions of consumer-based brand equity are decomposed into brand awareness, brand familiarity, perceived quality, brand image, brand trust and attitudinal brand loyalty, demonstrated three-level hierarchical chain. Brand familiarity, perceived quality, brand image, and brand trust were proposed to serve as mediating variables of other constructs, indicating direct and indirect relationships among brand equity dimensions.
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