The Study Of Consumer Perspective Toward Brand Equity

The international brand names of food and drink business are now very popular and grow dramatically in Cambodian market as well as the international markets.This research study explores the consumer's perception of brand equity in popular brands(i.e.,fast-food and drinks)service industries.This paper was integrated the theory of brand equity and brand management to explore consumer's perception of using specific service or product of popular brands by examining the relationship among brand credibility,brand prestige,brand image,brand trust,and brand loyalty.These perspectives of brands are playing as an important role for building customer relation and the sustainable profits for their business.The purposive and convenience sampling technique was adopted to collect 216 respondents who have experience in using the specific services or product brands from the popular brand names in Cambodia to evaluate conceptual research framework as proposed in Figure 2-1.For the results of finding were analyzed using the SPSS 20 and AMOS 21 software packages in order to analyze the questionnaires surveys from respondents and to test the relationship among the seventh hypotheses as proposed in the literature review.Also,the results using the Structural Equation Modeling(SEM)indicated that five among seven research hypotheses are significantly supported.However,hypothesis 3 and 5 are insignificantly supported.The research findings and recommendation of this study are also discussed.Last but not least,this research study provides a significant contribution to both academic communities and business practitioners,especially in popular brand name contexts who intended to open the business in Cambodia.Furthermore,this also help the existence of the branding food and drink business perceived more ideas of how their consumer thinking and behaving toward their brands.