The relationship between brand equity and customers’ purchase intention in local fast food franchise. A study in Kota Bharu, Kelantan.

The current study explores brand image, brand awareness, brand loyalty and perceived quality and their relationship with purchase intention of Kelantan customers within the local fast food franchise in Kota Bharu. The purpose of this study is to determine which dimension of brand equity is the most significant factor in drawing customer purchase intention. This research contributes to the local retailers in their focus to draw and hold future and present customers in local fast food franchise. The implications of his research may also help local fast food franchise to remain sustainable in the intension competition and eventually become the customers’ choice of fast food in Malaysia. A number of 383 sets of survey questionnaires were distributed to the target customers in major local fast food brands in Kota Bharu, such as Marrybrown, The Chicken Rise Shop, RasaMas, Ayamas, and Kenny Rogers Roaster. Non-probability convenience sampling was applied to allow the researchers to collect the responses easily and quickly.