As consumption of food away from home increases, competition for consumers' dollar is intensifying among the major restaurant brands. This study examines the impact of brand advertising on consumers' choice of food away from home. Study results are in concert with our common sense regarding...

The brand equity is built around brand personality as one of the core dimensions. The psychographic variables like emotions associated with the brand image constitute the personality of a brand. Although the experiences of the consumers with the brand cultivate such personality, advertising...