Title: A Study To Indicate The Importance Of Consumer Based-Brand Equity On Consumer Perception Of Brand
Strong brand equity has become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices.
This thesis focuses on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This is based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand.
However, this thesis aims to find out which among these three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer based-brand equity differ between the two restaurants with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale.
A structured questionnaire was constructed to provide answers to our research question. In this study, one hundred questionnaires were distributed, but only sixty four useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to have influence on consumer perceptions of brand.
Contents: Consumer Based-Brand Equity on Consumer Perception of Brand
CHAPTER 1: INTRODUCTION
1.1 BACKGROUND
1.2 FAST FOOD RESTAURANT
1.3 PROBLEM STATEMENT
1.4 RESEARCH PURPOSE
1.5 DEFINITION OF KEY WORDS
1.6 ORGANISATION OF THE STUDY
CHAPTER 2: THEORITICAL FRAME WORK
2.1 CONSUMER PERCEPTION AND BEHAVIOUR
2.1.1 Consumer behaviour
2.1.2 Consumers buying behaviour
2.1.3 Factors influencing consumer perceptions of a brand
2.2 BRAND
2.2.1 Brand
2.2.1.1 Benefit of a strong brand
2.2.2 Brand equity
2.2.3 Conceptualization of consumer based- brand equity
2.3.4 Brand equity in service industry
2.3 CONCEPTUAL DOMAIN OF CONSUMERS –BASED BRAND EQUITY
2.3.1 Brand awareness
2.3.1.1 Achieving brand awareness
2.3.2 Brand image
2.3.3 Perceived quality
2.3.4 Brand loyalty
CHAPTER 3: METHODOLOGY
3.1 RESEARCH DESIGN
3.2 RESEARCH APPROACH
3.3 DATA COLLECTION
3.4 DATA SOURCES
3.5 RELIABILITY AND VALIDITY
3.5.1 Reliability
3.5.2 Validity
3.6 QUESTIONNAIRE CONSTRUCTS
3.7 FOCUS GROUP
3.8 SAMPLING PROCEDURE
3.9 PRE-TEST STUDY
3.10 LIMITATION OF STUDY
4.1 CASE STUDY OVERVIEW
4.1.1 Max hamburger
4.1.2 MacDonald
4.2 CHARACTERISTICS OF RESPONDENTS
4.3 CUSTOMER BASED BRAND EQUITY RATING
4.3.1 Brand awareness
4.3.2. Perceived quality
4.3.4 Brand loyalty
4.4 INCOMPLETE QUESTIONNAIRES
4.4.1 CHARACTERISTICS OF RESPONDENTS
4.4.2 CUSTOMER BASED BRAND EQUITY RATING
4.4.2.1 Brand awareness
4.4.2.2 Perceived quality
4.2.2.3 Brand image:
4.4.2.4 Brand loyalty
4.4.3 Comparison between Complete and Incomplete Questionnaires.
CHAPTER 5: CONCLUSION, RECOMMENDATION AND FUTURE RESEARCH
5.1 CONCULSION
5.1.1 Which Among These Three Dimensions of Customer Based-Brand Equity (Brand Image, Brand Loyalty and Perceived Quality) Appears To Have the Least Brand Equity Rating?
5.1.2 Does Customer Based-Brand Equity Differ Between The Two Restaurants With Respect To Each Attribute Of Brand Awareness, Brand Image, Perceived Quality And Brand Loyalty?….
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