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

CHAPTER ONEINTRODUCTION1.1       BACKGROUND TO THE STUDY  In a highly intense market place, brands are regarded as an important source of capital and they are the key drivers of competiveness for most businesses. Brands are the basis of customers buying decisions and they are becoming the most valuable assets that a business can possess. The study of brand equity is increasingly popular as some researchers have concluded that brands are one of the key components of marketing strategies. High brand equity levels are known to lead to higher consumer’s preference and…