The Effect of Brand Equity and Perceived Value on Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam

Abstract

The purpose of this study is to examine how brand equity, from a customer point of view, influences quick-service restaurant revisit intention. The authors propose a conceptual framework in which three dimensions of brand equity including brand associations combined with brand awareness, perceived quality, brand loyalty and perceived value are related to revisit intention. Data from 570 customers who had visited four quick-service restaurants in Ho Chi Minh City were used for the structural equation modelling (SEM) analysis. The results show that strong brand equity is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit intention was mediated by perceived value, among others. Overall, this study emphasizes the importance of perceived value in lodging in the customer's mind. Finally, managerial implications are presented based on the study results.