Malaysian Fast Food Brand Equity

Teck Ming Tan, Ismail Hishamuddin & Rasiah Devinaga
Journal of Developing Area

Most Malaysian research defines the brand equity dimensions. This paper addresses this gap by developing an empirical research model with better understanding of sequential relationships between the dimensions of brand equity within the Malaysian fast food context. A total of 585 self-administrated questionnaires were distributed via non-probability sampling across five fast food restaurants. The results indicate perceived quality (PQ) and brand awareness (BA) are the initial stage of brand building. Brand familiarity, brand image, and brand trust serve as important role in enlightening the relationships between PQ, BA, and attitudinal brand loyalty (ABL). ABL plays as a key variable for explicating the relationships between other dimensions and overall brand equity. Future research could explore the possibility of a longitudinal study through repeated observations, and invariance test across different samples could be conducted to make certain the components of measurement model and structural model are remained equivalent.

Mergers Improve Efficiency of Malaysian Commercial Banks

Devinaga Rasiah, Tan Teck Ming & Abd Halim Bin Abd Hamid
International Journal of Economics and Finance

The merger of the Malaysian domestic banks was enforced by the government in the year 1999 after years of persuasion with little success. This study endeavors to measure the impact of the involuntary merger on the efficiency gains. Merger and acquisition of domestic banks improved the banks’ performance, profitability and value creation as indicated by Bank Negara Malaysia in 1999. The central bank of Malaysia (Bank Negara Malaysia) reassures banks to merge with other banking institution in order to bring about the economies of scale and to provide a higher level of efficiency. Subsequent to the mergers, there were only nine commercial banks left to form a completely new corporation. The secondary data was derived from the nine domestic banks from the year 2005 to 2009 were accumulated and analyzed using the DEA method. Mergers had unique advantages in terms of industry efficiency.

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An Empirical Study on Brand Equity in Malaysian Fast Food Industry

Teck Ming Tan
Unpublished Mphil Thesis, Multimedia University, Malaysia.
May 2012

Fast food chain restaurants are among the many types of restaurants that are interested in building strong brands, but achieving that goal was not always easy. Despite the huge demand for U.S brands and purchasing power for foreign fast food brands existed in Malaysia, only few successful Malaysian fast food brands could have survived (Hamisah, 2009). This was mainly because Malaysian fast food brands lacked expertise in banding and marketing (Marshall Cavendish, 2009).

The main objective of this study was to develop a consumer-based brand equity model in the context of Malaysian fast food industry. Importantly, this study investigates the causal relationships among dimensions of consumer-based brand equity. In the same vein, it classifies the dimensions of Aaker’s (1991) consumer-based brand equity model based on hierarchy of effects theory, which provided the guidelines for the development for most of the available marketing models (Belch & Belch, 2009).

A total number of 600 self-administrated questionnaires were distributed via nonprobability convenience sampling across fast food restaurant brands in the Klang Valley, Malaysia. Structural Equation Modeling (SEM) was adopted to analyze the data. Out of 12 hypotheses, 9 statements were supported and 3 were rejected.

Importantly, brand familiarity and brand trust served as essential variables in the model. By including brand familiarity, the missing link of brand awareness could be justified as it shows the linkage between brand awareness and other dimensions. Brand trust was considered important because it was classified as an affective character when compared to others. The findings of the proposed model was simplified into four steps, each step depended upon the successful completion of previous step, in line with “branding ladder” as introduced by Keller (2001). Lastly, it provided a vital input for government assistance programmes in developing the fundamental knowledge of branding strategy among local entrepreneurs.


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