Does Western fast-food contribute to the emerging global epidemic of obesity? This paper examines its impact in China the number of KFCs exceeds the number in the US. Utilizing community-year level data on the presence of McDonald's, KFC, and Pizza Hut outlets, and controlling for individual and...

Studies of international franchising are scant, but growing, and can be divided into two main streams of research: those focused on environmental predictors of internationalization and those focused on strategic, firm level characteristics. Belonging to the latter category, this study...

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...