Brand Equity And Consumer’s Buying Decision In The Nigeria Fast Food Industry

BRAND EQUITY AND CONSUMER’S BUYING DECISION IN THE NIGERIA FAST FOOD INDUSTRYABSTRACTThe study examined the effect of brand equity components on consumer’s buying decision, based on Aaker (1991) well-known four major determinants of brand equity components which include brand awareness, brand association, perceived quality and brand loyalty in the fast food restaurants.The population of the study consists of all consumers of both fast food restaurants (Mr. Biggs and MAT-ICE) in Benin City metropolis. Three hundred and fifty questionnaires, which formed the sample of the study, were given out; …