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Increased competition in the South African fast-food industry presents various options to customers. To survive, marketers need to establish brand equity amongst customers. In doing so, fast-food outlets differentiate their brands and encourage long-term brand relationships. The aim of this study is to investigate service brand equity and brand relationships in the fast-food industry. Convenience sampling was used to collect data from 379 fast-food customers in the North-West province of South Africa. The results indicate that respondents rated the dimensions of service brand equity different from one another. A positive relationship exists between respondents' level of service brand equity and the strength of their brand relationships with fast-food outlets. Differences regarding service brand equity and strength of brand relationships with fast-food brands, based upon demographic differences between respondents, were also uncovered. The findings may guide fast-food outlets in improving service brand equity and building brand relationships.
KEYWORDS Service brand equity, Brand relationship, Fast-food industry, Fast-food outlet