Factors Affecting Brand Equity in Fast Food Restaurants Industry in Egypt

Abstract

The main aim of this study is to build and test a model that includes determinants of brand equity in fast food restaurants industry. Designed questionnaire was distributed to customers sample in fast food restaurants in Egypt. Data were obtained from 307 respondents and were analyzed using Amos.18 and Spss.16 to test hypotheses established in a research model. The results indicated that there is a positive significant relationship between perceived value and customer satisfaction. The results revealed that there is a positive significant relationship between customer satisfaction and customer trust. It is found that there is a positive significant relationship between customer satisfaction, customer trust and brand equity.