IDEAS home Printed from https://ideas.repec.org/a/asi/joabsj/v6y2016i3p41-49id4174.html
   My bibliography  Save this article

Examining the Link between Word of Mouth and Brand Equity: A Study on International Fast Food Restaurants in Malaysia

Author

Listed:
  • Jalal Hanaysha

Abstract

This paper aims to test the link between word of mouth and brand equity in the restaurant industry. The data were collected from293 customers of the international fast food restaurants in east coast Malaysia using convenience sampling technique. The collected data were analysed using SPSS and Structural Equation Modelling (SEM). The findings revealed that word of mouth has a significant relationship with brand image and brand loyalty. Furthermore, word of mouth has a significant relationship with brand preference and brand leadership. Finally, the findings indicated that word of mouth has a significant positive relationship with overall brand equity. This paper provides useful implications for the decision makers in the fast food restaurants by improving their understanding of the role of word of mouth in affecting brand equity.

Suggested Citation

  • Jalal Hanaysha, 2016. "Examining the Link between Word of Mouth and Brand Equity: A Study on International Fast Food Restaurants in Malaysia," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 6(3), pages 41-49.
  • Handle: RePEc:asi:joabsj:v:6:y:2016:i:3:p:41-49:id:4174
    as

    Download full text from publisher

    File URL: https://archive.aessweb.com/index.php/5006/article/view/4174/6451
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Puris Sornsaruht, & Sudaporn Sawmong,, 2017. "Antecedents of Thai Select restaurant brand loyalty in the United Kingdom," Business and Economic Horizons (BEH), Prague Development Center, vol. 13(4), pages 478-495, October.
    2. María Cristina Otero Gómez & Wilson Giraldo Pérez, 2018. "Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers," International Review of Management and Marketing, Econjournals, vol. 8(4), pages 7-13.
    3. Oppong, Peter Kwasi & Gyawu, Adelaide & Yawson, Clementina Araba, 2021. "The Relationship between Word-of-Mouth, Satisfaction, Trust and Loyalty in Herbal Medicine Industry," OSF Preprints n2sz3, Center for Open Science.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:asi:joabsj:v:6:y:2016:i:3:p:41-49:id:4174. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Robert Allen (email available below). General contact details of provider: https://archive.aessweb.com/index.php/5006/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.