The food truck business has become one of the new trends in the Malaysia food and beverage industry. The food truck operators embedded brand as part of their business and favourable brand image appear as the reason for the customer to visit the food truck. In view of brand awareness, brand image and perceived quality as the dimensions, therefore, the aim of this study is to examine the relationship among the dimension of brand equity. Brand equity was measured using three dimensions, namely brand awareness, brand image and perceived. Data were collected using survey questionnaire and involved 451 of food truck’s customer that operated in Klang Valley. The findings confirmed that all dimensions of brand equity are correlated. From the theoretical perspectives, the findings provide brand awareness, brand image and perceived quality as the dimension of brand equity. This study also suggested that the food truck manager should focus on brand awareness and brand image to increase customer’s perceived quality.
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In-Text Citation: (Mokhtar, Othman, Arsat, & Ariffin, 2018)
To Cite this Article: Mokhtar, R., Othman, Z., Arsat, A., & Ariffin, H. F. (2018). Dimensions of Brand Equity in the Food Truck Business. International Journal of Academic Research in Business and Social Sciences, 8(17), 167–182.
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