期刊名称：Journal of Tourism, Hospitality and Culinary Arts
印刷版ISSN：1985-8914
电子版ISSN：2590-3837
出版年度：2017
卷号：9
期号：2
页码：561-570
语种：English
出版社：Penerbit UiTM Malaysia
摘要：Food truck has become a new phenomenon in food and beverage industry Malaysia especially in Klang Valley. The popularity of food truck does not only depend on the mobility features, but also the creative branding on their trucks. However, the discussion on brand equity in food truck is still sparse. In this conceptual paper, the relationship between brand equity and food truck customer behavioural intention will be discussed. The result of this study will contribute to the new knowledge in brand equity theory towards predicting the food truck customer behavioural intention. Indeed, this is an opportunity for food truck managers to increase their understanding on customer behaviour and for their business sustainability.
关键词：Brand equity;customer behavioural intention;food truck business
