Pregled bibliografske jedinice broj: 1130071
Examining Brand Equity in Restaurant Firms: A Gender Approach among Young Consumers
Examining Brand Equity in Restaurant Firms: A Gender Approach among Young Consumers // MTCON'21 Proceedings / Cobanoglu, C. ; Gunlu Kucukaltan, E. ; Tuna, M. ; Basoda, A. ; Dogan, S. (ur.).
Sarasota (FL): USF M3 Publishing, LLC, 2021. str. 192-192 doi:10.5038/9781955833011 (predavanje, međunarodna recenzija, prošireni sažetak, znanstveni)
CROSBI ID: 1130071 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Examining Brand Equity in Restaurant Firms: A
Gender Approach among Young Consumers
Autori
Šerić, Maja ; Ozretić Došen, Đurđana
Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, prošireni sažetak, znanstveni
Izvornik
MTCON'21 Proceedings
/ Cobanoglu, C. ; Gunlu Kucukaltan, E. ; Tuna, M. ; Basoda, A. ; Dogan, S. - Sarasota (FL) : USF M3 Publishing, LLC, 2021, 192-192
ISBN
978-1-955833-01-1
Skup
2nd Conference on Managing Tourism Across Continents (MTCON'21)
Mjesto i datum
Online, 01.04.2021. - 03.04.2021
Vrsta sudjelovanja
Predavanje
Vrsta recenzije
Međunarodna recenzija
Ključne riječi
brand equity, restaurant industry, young consumers, gender
Sažetak
Brand equity has received and increased interest in the most recent tourism and hospitality research (Köseoglu et al., 2019 ; Martínez & Nishiyama, 2019), including restaurant industry (Rodríguez-López et al., 2020). The concept is understood as an incremental value that consumers attach to a product/service owing to its brand (Pappu et al., 2006). In the restaurant context, it is associated with a strong service and product performance (Kim & Kim, 2004). The aim of this work is to understand how young consumers perceive overall brand equity of fast-food restaurant brands, following the conceptualization proposed by Yoo and Donthu (2001). In particular, more than 450 students from a Croatian university participated in this research. University students are frequent customers of this type of restaurants and therefore represent one of its most important market segments (Qin & Prybutok, 2008). The role of gender has also been considered as research findings on gender in restaurant industry are still inconclusive (Okumus et al., 2018). Results reveal moderate levels of fast- food brand equity assessment among Croatian students. Higher scores are obtained among female students, being differences statistically significant for some items. The study should be replicated during or after the current pandemic to corroborate its impact.
Izvorni jezik
Engleski
Znanstvena područja
Ekonomija
