In succinctly the purpose of research is to examine the worth of brand equity from customer perspective. To measure the brand equity of service firm (multinationals fast food restaurants) taking sample of 100 customer's from 5 different multinational fast food restaurants in Multan, Pakistan

This study examines the Fast Food Restaurant, Mos Burger, a famous Japanese brand. We use this restaurant as an example to explore the effects of brand reputation, brand identification, perceived quality, perceived value, corporate image and purchase intention. A questionnaire survey was...

Building brand loyalty has become more crucial, yet more complex to achieve in today's age of immense competition. The paper discusses the brand loyalty as it is becoming an important element for gaining competitive advantage. The study looks into different key factors affecting brand loyalty in...