The influence of service brand equity on the strength of brand relationships in the fast food industry

Abstract

The South African fast food industry is growing fast and rivals are competing fiercely, providing customers with an array of different choices. Given this situation, it has become increasingly important for fast food organisations to focus on elevating and sustaining a competitive advantage. One way of doing this is by maximising brand equity. In doing so, organisations can differentiate themselves in the minds of customers by encouraging a relationship with their brand. The aim of this study is to determine the influence of service brand equity on customers’ relationships with their fast food brand. The population comprised fast food customers residing in the North West Province of South Africa. A cross-sectional descriptive design was followed, and a convenience sample was used to select respondents. Data were obtained by means of a self-administered questionnaire, realising 379 responses. A multiple regression analysis indicates that three brand equity dimensions, namely brand awareness, brand association and brand trust, significantly and positively influence the strength of the relationships that respondents have with their favourite fast food brand (with brand trust being the most influential dimension). Fast food outlets can, therefore, strengthen their customers’ brand relationships by focusing specifically on improving these three dimensions.

Key words: service brand equity, brand awareness, perceived quality, brand differentiation, brand associations, brand trust, brand relationships, fast food industry, fast food outlets