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| Author: | Kim, W.G. Kim, H-B. |
| Title: | Measuring customer-based restaurant brand equity: investigating the relationship between brand equity and firms' performance |
| Journal: | Cornell Hotel and Restaurant Administration Quarterly
2004 : MAY, VOL. 45:2, p. 115-131 |
| Index terms: | Brands Brand loyalty Company performance Restaurants Korea |
| Language: | eng |
| Abstract: | This article examines the relation between brand equity and firms' performance. The strength of seven quick-service restaurant (QSR) brands in Seoul, Korea, was evaluated using replies from 394 respondents. The study concentrated on four elements: brand awareness, brand image, brand loyalty, and perceived quality. The results indicate brand awareness having the strongest impact on revenues, while loyalty has the least effect. The restaurants were divided into high-performing and low-performing groups, and it was found out that high-performing restaurants were differentiated by customers on many product-quality measures. However, the restaurant groups did not differ concerning factors such as correcting errors quickly or cleanliness. |
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