The Importance of Social Media Advertisements in Enhancing Brand Equity: A Study on Fast Food Restaurant Industry in Malaysia

2016 ◽  
Vol 7 (2) ◽  
pp. 46-51 ◽  
Author(s):  
Jalal Hanaysha
Keyword(s):  
Social Media ◽  
Brand Equity ◽  
Fast Food ◽  
Restaurant Industry ◽  
Fast Food Restaurant

scholarly journals Restaurant Location and Price Fairness as Key Determinants of Brand Equity: A Study on Fast Food Restaurant Industry

2016 ◽  
Vol 6 (1) ◽  
pp. 310 ◽  
Author(s):  
Jalal Hanaysha
Keyword(s):  
Brand Equity ◽  
Fast Food ◽  
Structural Equation ◽  
Restaurant Industry ◽  
Business Success ◽  
Fast Food Restaurant ◽  
Significant Positive Effect ◽  
Brand Preference ◽  
Price Fairness ◽  
Positive Effect

<p class="ber"><span lang="EN-MY">The main purpose of this study was to examine the direct effects of restaurant location and price fairness on brand equity in Malaysian market. The data were collected from several customers of international fast food restaurants in <span>East Coast </span>Malaysia. Convenience sampling methodology was utilized to obtain the responses from 384 customers during different times of data collection period. The collected data were coded into SPSS and analysed using structural equation modelling through AMOS 18. The findings indicated that restaurant location has significant positive effect on brand equity and its dimensions namely, brand image, brand loyalty, brand preference, and brand leadership. Moreover, it was found that price fairness has significant positive effect on overall brand equity and its dimensions. These results suggest that a restaurant location that is visible and accessible to customers seems to be an important factor in determining business success. Moreover, consumers tend to evaluate a restaurant brand based on price fairness that is matched with the quality of the offering. Therefore, this study urges policy makers in fast food restaurant industry to consider restaurant location and price fairness when designing their branding strategies.</span></p>

scholarly journals Peran Brand Image dalam Memediasi Pengaruh Social Media Marketing terhadap Repeat Purchase pada Fast-Food Restaurant di Kota Medan

2019 ◽  
Vol 11 (1) ◽  
pp. 53-68
Author(s):  
Muhammad Fahmi ◽  
Muhammad Arif ◽  
Salman Farisi ◽  
Nadia Ika Purnama
Keyword(s):  
Social Media ◽  
Random Sampling ◽  
Fast Food ◽  
Brand Image ◽  
Restaurant Industry ◽  
Social Media Marketing ◽  
Fast Food Restaurant ◽  
Fast Food Restaurants ◽  
Repeat Purchase

This study aims to analyze the effect of social media marketing on brand image and repeat purchases, and to analyze the role of brand image in mediating the effect of social media marketing on repeat purchases in the Fast-Food Restaurant industry in Medan. The respondents are consumers who have made purchases at five fast food restaurants in Medan. 140 people were selected using random sampling. Data collected using questionnaire and interviews, and analyzed using descriptive and path analysis. The results proved that social media marketing was significantly influenced brand image; brand image was significantly influenced repeat purchase; and, social media marketing was significantly influenced repeat purchase. Moreover, social media marketing proved has no significant effect on repeat purchase through brand image as mediator.  

Glocalization of Subway in India: How a US Giant Has Adapted in the Asian Subcontinent

2015 ◽  
Vol 52 (5) ◽  
pp. 573-585 ◽  
Author(s):  
Demi Simi ◽  
Jonathan Matusitz
Keyword(s):  
Social Media ◽  
Fast Food ◽  
Local Culture ◽  
Fast Food Restaurant ◽  
Indian Culture ◽  
Important Conclusion ◽  
The Us ◽  
Use Of Social Media ◽  
And Function

This paper examines how Subway, the US fast food restaurant franchise, has adapted to Indian culture. Glocalization theory will be the guiding framework used in this analysis. Glocalization rests on the premise that a universal concept must change to fit and function in a local culture. Blending the local and the global, it provides a passage to empowerment where modifications to a particular commodity can make it prosper in various traditions. Four important themes of glocalization emerged from this analysis: (1) adjustment of restaurant ambience; (2) adoption of Jain values; (3) adjustment of advertising practices; and (4) adjustment of the use of social media. An important conclusion is that, although India is embracing modernity, Subway has honoured many religious and cultural views in that nation.

scholarly journals Trends in Own Revenue of Indian States: Is Special Status Justified?

2018 ◽  
Vol 5 (2) ◽  
Author(s):  
K. V. Bhanu Murthy
Keyword(s):  
Multiple Regression ◽  
Fast Food ◽  
Influencing Factor ◽  
Study Data ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Indian States ◽  
Sensory Marketing ◽  
Quick Service ◽  
Selection Of

"Given the importance of Sensory Marketing in the field of QSR (Quick Service Restaurant) industry, the objective of this paper is to identify the key sensory factors that influence customers’ selection of a fast food restaurant. The purpose is to find out the factors in order of influence to answer the question of whether sensory factors play any significant role in the choosing a fast food restaurant. For this quantitative study, data of 1600 respondents were collected through structured questionnaire from four international fast food chain restaurants (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. To meet the research objective and to test the hypothesis statistical tools; Factor Analyses and Multiple regression were used. Factor analysis revealed three components, namely: Sensory influence, Promotional influence and Monetary influence, due to their high factor loadings. Further, multiple regression analysis results indicated that the Sensory factor contributed significantly to the model followed by Promotional factor and Monetary Factor. This study concludes that Sensory Factor is the most influencing factor for customers to select a fast food restaurant contrary to the belief of Promotional and Monetary factor. This study not only adds to theoretical insights of the literature of Sensory marketing but also recommends its practical implications to the marketing managers and practitioners of the QSR industry.

scholarly journals Shake Shack IPO Analysis

2021 ◽  
Vol 5 (9) ◽  
pp. 49-54
Author(s):  
Caixia Hu
Keyword(s):  
New York ◽  
New York City ◽  
Fast Food ◽  
Service Industry ◽  
Food Service ◽  
The United States ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Fast Food Restaurants ◽  
Successful Business

The restaurant industry is one of the largest and fastest growing sectors in the economy in the United States. According to the National Restaurant Association (NRA), the food service industry is the third largest industry accounting for more than 4% of the country’s gross domestic product (GDP). Shake Shack is an American fast food restaurant chain based in New York City. It started out as a food cart at Madison Square Park in 2000, and its popularity grew steadily. Shake Shack is currently one of the best fast-food restaurants in the world. This article discusses the successful business model of Shake Shack through IPO analysis.

Making Sense in Marketing–Sensory Strategies For International Quick Service Restaurants

2018 ◽  
Vol 8 (1) ◽  
Author(s):  
Prof Mohammed Abdul Azeem ◽  
Mr.Sharafat Hussain
Keyword(s):  
Multiple Regression ◽  
Fast Food ◽  
Influencing Factor ◽  
Study Data ◽  
Restaurant Industry ◽  
Fast Food Restaurant ◽  
Making Sense ◽  
Sensory Marketing ◽  
Quick Service ◽  
Selection Of

"Given the importance of Sensory Marketing in the field of QSR (Quick Service Restaurant) industry, the objective of this paper is to identify the key sensory factors that influence customers’ selection of a fast food restaurant. The purpose is to find out the factors in order of influence to answer the question of whether sensory factors play any significant role in the choosing a fast food restaurant. For this quantitative study, data of 1600 respondents were collected through structured questionnaire from four international fast food chain restaurants (KFC, McDonald, Domino’s and Subway) across four cities (Mumbai, Chennai, Bangalore and Hyderabad) of India. To meet the research objective and to test the hypothesis statistical tools; Factor Analyses and Multiple regression were used. Factor analysis revealed three components, namely: Sensory influence, Promotional influence and Monetary influence, due to their high factor loadings. Further, multiple regression analysis results indicated that the Sensory factor contributed significantly to the model followed by Promotional factor and Monetary Factor. This study concludes that Sensory Factor is the most influencing factor for customers to select a fast food restaurant contrary to the belief of Promotional and Monetary factor. This study not only adds to theoretical insights of the literature of Sensory marketing but also recommends its practical implications to the marketing managers and practitioners of the QSR industry.

scholarly journals Franchised fast food brands: An empirical study of factors influencing growth

2017 ◽  
Vol 17 (1) ◽  
Author(s):  
Christopher A. Wingrove ◽  
Boris Urban
Keyword(s):  
South Africa ◽  
Fast Food ◽  
Emerging Market ◽  
Restaurant Industry ◽  
Primary Data ◽  
Fast Food Restaurant ◽  
Site Location ◽  
Targeted Interventions ◽  
Revenue Growth ◽  
Retail Location

Orientation: Franchising is a popular and multifaceted business arrangement that captures a sizeable portion of the restaurant industry worldwide. Research purpose: The study empirically investigated the influence of various site location and branding factors on the growth of franchised fast food restaurant brands across the greater Gauteng region. Motivation of the study: Researching which factors influence the growth of franchised fast food restaurant brands is important for an emerging market context such as South Africa when considering the marked increase in the consumption of fast foods. Design: A sample of 140 customers was surveyed from 12 leading franchised fast food outlets. Primary data were collected for various items representing site location and brand factors. Regression analysis was used to test the hypotheses. Findings: The overall findings showed that convenience and central facilities of a retail location are positively and significantly associated with the growth of the franchise fast food outlet. Practical implications: The study findings have implications for practitioners who need to take into account which factors influence revenue growth, since targeted interventions may be required to implement sustainable strategies by franchisors. Contribution: The findings may serve as a catalyst for this growing and important activity in South Africa and other emerging markets.

scholarly journals Using a Text Mining Approach to Hear Voices of Customers from Social Media toward the Fast-Food Restaurant Industry

2020 ◽  
Vol 13 (1) ◽  
pp. 268
Author(s):  
Wen-Kuo Chen ◽  
Dalianus Riantama ◽  
Long-Sheng Chen
Keyword(s):  
Social Media ◽  
Sustainable Development ◽  
Text Mining ◽  
Customer Satisfaction ◽  
Fast Food ◽  
Fast Food Restaurant ◽  
Interpersonal Contact ◽  
The Sustainable Development ◽  
Selection Operator ◽  
Mining Scheme

Due to the COVID-19 pandemic, the sales of fast-food businesses have dropped sharply. Customer satisfaction has always been one of the key factors for the sustainable development of enterprises. However, in the fast-food restaurant business, gaining the knowledge of customer satisfaction is one of the critical tasks. Moreover, text reviews in social media have become one of important reference sources for customers’ decisions in buying services and products. Therefore, the main purpose of this study is to explore whether customer voices from social media reviews are different during the COVID-19 outbreak and to propose a new method to reduce interpersonal contact when collecting data. A text mining scheme which includes least absolute shrinkage and selection operator (LASSO) and decision trees (DT) are presented to discover the essential factors for customers to increase their satisfaction from unstructured online customer reviews. Finally, three real world review sets were employed to validate the effectiveness of the presented text mining scheme. Experimental results can help companies to properly adapt to similar epidemic situations in the future and facilitate their sustainable development.

Sign in / Sign up

Export Citation Format

Share Document