College Students and Their Fast Food Consumption: The Role of Branding

Abstract

The role of the branding has been recognized and considered an important factor when consumers make their purchase decisions (Dobni and Zinkhan 1990) The main purpose of this study is to propose and empirically examine a research model with the hope to better understand the relative importance between service quality and brand image on customer satisfaction and purchase intentions in the context of college students’ fast food chain restaurant consumption A total of 183 survey responses were completed by college students in a US public/state university and the structural equation modeling (SEM) technique was employed to examine the hypotheses The resulting data analysis demonstrates that brand awareness is an important antecedent of perceived brand image Moreover in addition to affecting customer satisfaction the brand image also indirectly affects behavioral intentions Findings in this study could provide branding insights to practitioners in the fast food chain restaurants and help them better understand college consumers’ consumption behavior

Date of Award	2019
Original language	English
Supervisor	Miin-Jye Wen (Supervisor)