Thạc Sĩ A study to indicate the importance of consumer based-brand equity on consumer perception of brand (a

TABLE OF CONTENT

ACKNOWLEDGEMENT







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ABSTRACT



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TABLE OF CONTENT





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CHAPTER 1: INTRODUCTION







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1.1 BACKGROUND





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1.2 FAST FOOD RESTAURANT







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1.3 PROBLEM STATEMENT







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1.4 RESEARCH PURPOSE







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1.5 DEFINITION OF KEY WORDS







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1.6 ORGANISATION OF THE STUDY







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CHAPTER 2: THEORITICAL FRAME WORK







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2.1 CONSUMER PERCEPTION AND BEHAVIOUR







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2.1.1 Consumer behaviour





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2.1.2 Consumers buying behaviour





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2.1.3 Factors influencing consumer perceptions of a brand







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2.2 BRAND







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2.2.1 Brand



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2.2.1.1 Benefit of a strong brand







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2.2.2 Brand equity







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2.2.3 Conceptualization of consumer based- brand equity







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2.3.4 Brand equity in service industry





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2.3 CONCEPTUAL DOMAIN OF CONSUMERS –BASED BRAND EQUITY

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2.3.1 Brand awareness





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2.3.1.1 Achieving brand awareness







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2.3.2 Brand image







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2.3.3 Perceived quality





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2.3.4 Brand loyalty





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CHAPTER 3: METHODOLOGY







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3.1 RESEARCH DESIGN





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3.2 RESEARCH APPROACH







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3.3 DATA COLLECTION







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3.4 DATA SOURCES





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3.5 RELIABILITY AND VALIDITY





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3.5.1 Reliability







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3.5.2 Validity



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3.6 QUESTIONNAIRE CONSTRUCTS







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3.7 FOCUS GROUP







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3.8 SAMPLING PROCEDURE







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3.9 PRE-TEST STUDY





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3.10 LIMITATION OF STUDY







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4.1 CASE STUDY OVERVIEW







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4.1.1 Max hamburger





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4.1.2 MacDonald





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4.2 CHARACTERISTICS OF RESPONDENTS







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4.3 CUSTOMER BASED BRAND EQUITY RATING







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4.3.1 Brand awareness





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4.3.2. Perceived quality







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4.3.4 Brand loyalty





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4.4 INCOMPLETE QUESTIONNAIRES





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4.4.1 CHARACTERISTICS OF RESPONDENTS





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4.4.2 CUSTOMER BASED BRAND EQUITY RATING





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4.4.2.1 Brand awareness







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4.4.2.2 Perceived quality







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4.2.2.3 Brand image:





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4.4.2.4 Brand loyalty







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4.4.3 Comparison between Complete and Incomplete Questionnaires.







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CHAPTER 5: CONCLUSION, RECOMMENDATION AND FUTURE RESEARCH

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5.1 CONCULSION





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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?





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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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5.2 RECOMMENDATION





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5.3 FUTURE RESEARCH







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REFERENCE



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APPENDIX 1: COVER LETTER







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APPENDIX 11: QUESTIONAIRES





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APPENDIX 111: ANAYSIS 82