KEY DRIVERS OF BRAND EQUITY IN FAST FOOD BUSINESSES. A CASE OF KITWE DISTRICT

This study aims to identify and investigate the factors that influence brand equity in the fast-food business in Kitwe district of Zambia. Unlike other studies, a holistic approach that examined all the Consumer Based Brand Equity (CBBE) drivers of Brand equity (BE) was used. This study used cross-sectional data with a survey approach to collect appropriate data from a randomly selected sample of 400 respondents through online forms. The results showed that among the five determinants of BE, brand awareness, brand loyalty, and perceived quality were found to have a significant effect on BE in fast food businesses. Fast food businesses, especially those in the Kitwe district, should consider creating a loyal customer base by ensuring that their clientele base is kept informed, responding to their complaints, which in the long run enhances their relationships. The results are effective for fast food business firms in developing the necessary business functions that attract more consumers and ensure maximum utility.