CHAPTER 1:
1.1 Introduction
Strong brand equity had become a very important factor that influences consumer’s perceptions of a brand. Success in brand management arises from understanding and managing brand equity correctly to produce strong attributes that will influence consumers when making their choices.
The research focused on the importance of these dimensions (brand awareness, brand loyalty, brand image and perceived quality) of customer-based brand equity on consumer’s perceptions of a brand. This was based on the assumption that all these dimensions of customer based-brand equity will have influence on consumer’s perceptions of brand. However, the thesis aimed to find out which among three dimensions (brand image, brand loyalty and perceived quality) appear to have the least brand equity in both restaurants and to find out if customer perception is met with respect to each attribute of brand awareness, brand image, perceived quality and brand loyalty. Brand awareness was treated separately from other dimensions because of the difference in scale.
A structured questionnaire was constructed to provide answers to our research question. In this study, a number of questionnaires were distributed, but only sixteen useable questionnaires were realized. The study surveyed four dimensions of consumer’s based-brand equity namely brand awareness, brand image, perceived quality and brand loyalty. Among the three dimensions, brand loyalty appears to have the least brand equity rating by consumers than the other dimensions. Although, the four dimension appear to have influence on consumer perceptions of brand.
1.2 Background
Due to the rapid changes in the global market and the increased competition experienced between firms, Branding had become more important. Good branding brings about clear differentiation between products, ensures consumer loyalty and