The Role of Brand Credibility on Purchase Intention on Fast Food Sector in Pakistan

• Published in: International journal of information, business and management Vol. 7; no. 4; p. 158
• Main Author: Shakeel, Ayesha
• Format: Journal Article
• Language: English
• Published: Chung-Li Educational Research Multimedia & Publications 01.11.2015
• Subjects: Brand equity; Brand preferences; Brands; Customer services; Customers; Data analysis; Fast food industry; Perceptions; Product quality; Questionnaires; Studies; Variables; Pakistan

The purpose of this study is to identify those main factors that influence upon purchase intension of customers specifically in fast food sector. The variables which were selected for this research were perceived quality, customer value, perceived risk and purchase intention. The instrument that is...