Factors of Restaurant Brand Equity and Their Impact on Brand Reputation

Abstract

The aim of this research paper is to investigate the relationship of restaurant brand equity with brand reputation, there were five factors of restaurant brand equity i.e food & service quality, brand affect, self-congruence, brand awareness and brand association the study was carried out at SUBWAY restaurant of Lahore, Pakistan. The independent variables of the study were food & service quality, brand affect, self-congruence, brand awareness and brand association while dependent variable was brand reputation. Total 384 questionnaires were distributed among the people who dine at SUBWAY restaurant and 274 questionnaires were completed in all respects, demonstrating the response rate of 71.3%.For data analysis, various statistical tools have been used such as SPSS for descriptive statistics and AMOS for hypotheses testing. The results of the study demonstrated that food & service quality, brand affect, self-congruence, brand awareness and brand association have significantly positive relationship with brand reputation in restaurant sector. This study will assist marketers and policy makers to better understand restaurant brand equity in order to craft better strategies as a tool to make a brand more, reputable.

Keywords: Food & service quality, brand affect, self-congruence, brand awareness, brand association, brand reputation, SUBWAY restaurant.