Examining the link between word of mouth and brand equity: A study on international fast food restaurants in Malaysia

In modern marketing, the Fast Food Industry has experienced lots of changes. These changes have influenced both industries and the nature of the rivalry. Consequently, it is not shocking that these bread winners have been enforced in a puzzling situation to concentrate on their customers instead of positive word of mouth communication. One of the best ways that restaurants can be differentiated from others and accomplish competitive advantage is using positive word of mouth. Consequently, this research is contributed to the vital element that is influencing on Electronic Word-of-Mouth (EWOM) in selective Fast Food Restaurants. The data were collected from a convenience sample of 200 customers in Colombo Divisional Secretariat Division, Sri Lanka. The respondents provided the data utilizing a close-ended questionnaire. Exploratory Factor Analysis has been used to analyze the data and to draw the findings. From the factor analysis, it has been identified that four factors, namely Encouragement, In-depth explanation, Differentiation and Contacts, are the primary influencers. These four factors have combined variance of 55.411% of the decision regarding the adoption of Electronic Word-of-Mouth by Fast Food Restaurants to ensure strategic development.

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The effect of sensory brand experience and brand equity on WTP a price premium in Iranian fast food restaurants: Mediating role of eWOM

Journal of Foodservice Business Research ◽

10.1080/15378020.2021.2017212 ◽

2021 ◽

pp. 1-21

Author(s):

Milad Farzin ◽

Abolfazl Bagheri Abbassalikosh ◽

Marzie Sadeghi ◽

Rosha Makvandi

Keyword(s):

Brand Equity ◽

Fast Food ◽

Price Premium ◽

Brand Experience ◽

Mediating Role ◽

Fast Food Restaurants

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When a stigmatized brand is doing good

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-10-2018-0806 ◽

2019 ◽

Vol 31 (9) ◽

pp. 3447-3464 ◽

Cited By ~ 1

Author(s):

Jihee Choi ◽

Soobin Seo

Keyword(s):

Brand Equity ◽

Fast Food ◽

Perceived Fit ◽

Content Type ◽

Consumer Responses ◽

Brand Evaluation ◽

Cause Related Marketing ◽

Fast Food Restaurants ◽

A Company ◽

Practical Implications

Purpose This study aims to investigate consumer responses to cause-related marketing (CRM) implemented by socially stigmatized industries, especially in fast food restaurants. Design/methodology/approach This experimental study uses a 2 (degree of perceived fit) × 2 (complementary fit) × 2 (brand equity) between-subjects design. Findings Results show significant interaction effects between the degree of fit and brand equity and complementary fit and brand equity on consumers’ brand evaluation. When a company with high brand equity chooses a high fit (vs low fit) or complementary fit (vs non-complimentary fit) for CRM promotion, this leads to consumers’ more positive attitude and higher intent to participate in CRM promotion. Practical implications This study provides practical implications for designing effective CRM promotion in the stigmatized industry such as fast food restaurants and casino. Originality/value Given the increased demand on CRM in the hospitality industry, the paper contributes to extend the realm of CRM literatures by investigating antecedents affecting consumers’ responses toward the CRM in the stigmatized companies or brands.

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Factors That Influence Word of Mouth Behavior in Fast Food Restaurants

Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020) ◽

10.2991/aebmr.k.200915.046 ◽

2020 ◽

Author(s):

Theodorus Dharma Wibisono ◽

Nico Lukito

Keyword(s):

Fast Food ◽

Word Of Mouth ◽

Fast Food Restaurants

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The Influences of Corporate Social Responsibility to Customer Repurchases Intentions, Customer Word-of-Mouth Intentions and Customer Perceived Food Quality of Fast-Food Restaurants in Hong Kong and the Mediating Effects of Corporate Reputation

British Journal of Economics Management & Trade ◽

10.9734/bjemt/2014/11311 ◽

2014 ◽

Vol 4 (11) ◽

pp. 1655-1678 ◽

Cited By ~ 7

Author(s):

Canon Tong

Keyword(s):

Corporate Social Responsibility ◽

Hong Kong ◽

Food Quality ◽

Corporate Reputation ◽

Fast Food ◽

Word Of Mouth ◽

Mediating Effects ◽

Fast Food Restaurants ◽

Corporate Social

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Factors Affecting Brand Equity in Fast Food Restaurants Industry in Egypt

International Journal of Business and Management ◽

10.5539/ijbm.v15n5p117 ◽

2020 ◽

Vol 15 (5) ◽

pp. 117

Author(s):

Mohamed Ali Barakat

Keyword(s):

Customer Satisfaction ◽

Brand Equity ◽

Significant Relationship ◽

Fast Food ◽

Perceived Value ◽

Research Model ◽

Factors Affecting ◽

Fast Food Restaurants ◽

Customer Trust

The main aim of this study is to build and test a model that includes determinants of brand equity in fast food restaurants industry. Designed questionnaire was distributed to customers sample in fast food restaurants in Egypt. Data were obtained from 307 respondents and were analyzed using Amos.18 and Spss.16 to test hypotheses established in a research model. The results indicated that there is a positive significant relationship between perceived value and customer satisfaction. The results revealed that there is a positive significant relationship between customer satisfaction and customer trust. It is found that there is a positive significant relationship between customer satisfaction, customer trust and brand equity.

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Impact of Price Promotion, Corporate Social Responsibility, and Social Media Marketing on Word of Mouth

Business Perspectives and Research ◽

10.1177/2278533721989839 ◽

2021 ◽

pp. 227853372198983

Author(s):

Jalal Rajeh Hanaysha

Keyword(s):

Social Media ◽

Corporate Social Responsibility ◽

Social Responsibility ◽

Fast Food ◽

Word Of Mouth ◽

Positive Impact ◽

Social Media Marketing ◽

Price Promotion ◽

Fast Food Restaurants ◽

Corporate Social

The purpose of this article was to test the effects of social media marketing, corporate social responsibility, and price promotion on word of mouth in the fast-food industry. Only a few scholars tested the mutual effect of the selected factors on word of mouth for global fast-food brands, mainly in the Asian region. The data were gathered from several fast-food restaurants’ visitors at different spots in east coast Malaysia through a survey tool. All of the filled questionnaires were analyzed using partial least square method. The analysis revealed that corporate social responsibility and social media marketing have a significant positive impact on consumers’ word of mouth. The findings also established that price promotion has a significant positive impact on word of mouth. These results enrich our understandings with regards to the importance of these marketing strategies in shaping word of mouth for fast-food restaurants in Malaysia.

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