DOAJ Open Access 2025

Brand Equity and Consumer Response in the Food and Beverage Industry (Cafés) in Saudi Arabia

Dalia Diab Tahreem Noor Khan Raya Saad Almjnoni

Abstrak

In the competitive landscape of the food and beverage industry, brand equity and consumer response are crucial aspects influencing a café’s success. This study investigates the impact of brand equity dimensions (brand awareness, brand association, brand loyalty, and perceived quality) on consumer response (purchase intention and brand preference) in the Saudi Arabian café industry. Using a quantitative approach, data were collected from 300 university students in Hail City through an electronic survey. The hypotheses were tested using multiple linear regression analysis in SPSS version 25.0. The findings revealed that brand loyalty and brand association significantly and positively influence overall brand equity, while perceived quality and brand awareness did not demonstrate a significant impact. A positive and significant correlation was also observed between overall brand equity and consumer response.

Topik & Kata Kunci

Transportation engineering Systems engineering Environmental engineering Engineering economy Plasma engineering. Applied plasma dynamics Engineering machinery, tools, and implements Mechanics of engineering. Applied mechanics Materials of engineering and construction. Mechanics of materials Structural engineering (General) Engineering geology. Rock mechanics. Soil mechanics. Underground construction Architectural engineering. Structural engineering of buildings Computer engineering. Computer hardware Nuclear engineering. Atomic power Chemical engineering Low temperature engineering. Cryogenic engineering. Refrigeration Naval architecture. Shipbuilding. Marine engineering Business

Penulis (3)

Dalia Diab

Tahreem Noor Khan

Raya Saad Almjnoni

Format Sitasi

APA MLA BibTeX

Diab, D., Khan, T.N., Almjnoni, R.S. (2025). Brand Equity and Consumer Response in the Food and Beverage Industry (Cafés) in Saudi Arabia. https://doi.org/10.58482/ijeresm.v4i1.3

Akses Cepat

PDF tidak tersedia langsung

Cek di sumber asli →

Lihat di Sumber doi.org/10.58482/ijeresm.v4i1.3

Informasi Jurnal

Tahun Terbit: 2025
Sumber Database: DOAJ
DOI: 10.58482/ijeresm.v4i1.3
Akses: Open Access ✓