Brand equity adds value added to a business and can be a factor for success in a competitive market. In the competitive market of food truck business, food truck operators should understand that brand equity could give significant impacts on customer revisit intention. Therefore, this study examines the role of brand awareness; brand image and perceived quality as dimensions of brand equity from the perspective of food truck business, in creating the customer revisit intention. Through survey questionnaires distributed to 451 food truck customers in the Klang Valley; brand awareness, brand image, as well as perceived quality were measured together against customer behavioural intention. The results of this study indicate that brand awareness is the most significant dimension that influences revisit intention, followed by perceived quality and finally, brand image; providing a useful insight on brand equity and food truck business. Findings from this study can be used as a guideline for food truck operators to focus on and strategize their brand equity. It is hoped that this will create a healthy competition amongst food truck operators.
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In-Text Citation: (Mokhtar, Othman, & Ariffin, 2018)
To Cite this Article: Mokhtar, R., Othman, Z., & Ariffin, H. F. (2018). The Effect of Brand Awareness, Brand Image and Perceived Quality on Customer Behaviour Intention. International Journal of Academic Research in Business and Social Sciences, 8(12), 2023–2035.
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