Brand Equity and Consumer Response in the Food and Beverage Industry (Cafés) in Saudi Arabia

Abstract

In the competitive landscape of the food and beverage industry, brand equity and consumer response are crucial aspects influencing a café's success. This study investigates the impact of brand equity dimensions (brand awareness, brand association, brand loyalty, and perceived quality) on consumer response (purchase intention and brand preference) in the Saudi Arabian café industry. Using a quantitative approach, data were collected from 300 university students in Hail City through an electronic survey. The hypotheses were tested using multiple linear regression analysis in SPSS version 25.0. The findings revealed that brand loyalty and brand association significantly and positively influence overall brand equity, while perceived quality and brand awareness did not demonstrate a significant impact. A positive and significant correlation was also observed between overall brand equity and consumer response.