Brand Equity and Revisit Intention towards Food Truck Business

  • Abstract
  • Keywords
  • References
  • PDF
  • Abstract

    As a new phenomenon in Malaysia, food truck becomes popular among the entrepreneur and customer. Beside food, food truck also introduces branding for the marketing purpose. However, the influence of brand equity in food truck is still sparse. This study seeks to investigate the relationship between brand equity and customer revisit intention in the food truck business. The data will be collected via survey questionnaire and will distribute to the food truck customer in Klang Valley. The result obtained from this study will contribute to the knowledge in brand equity theory and the revisit intention of food truck customer as the consequence. It also an opportunity for food truck manager to improve understanding towards customer to succeed in the competitive environment.



  • Keywords

    Brand equity; revisit intention, food truck

  • References

      [1] Aaker, D. A. (1992). The Value of Brand Equity Journal of Business Strategy, 13(4), 27 - 32.

      [2] Abdelhamied, H. (2011). Customers' perceptions of floating restaurants in Egypt. Anatolia, 22:01, 1-15. doi:10.1080/13032917.2011.556212

      [3] Alkhawaldeh, A. M., Salleh, S. M., & Halim, F. B. (2016). Brand Equity and Brand Loyalty: New Perspective. International Review of Management and Marketing, 2016, 6(4), 722-730.

      [4] Baalbaki, S. S. (2012). Consumer Perception of Brand Equity Measurement: A New Scale. (Doctor of Philosophy), University of North Texas,

      [5] Bernama (Producer). (2015). DBKL committed to upgrade status of hawkers: Tengku Adnan. Retrieved from

      [6] Calvo-Porral, C., Martínez-FernánDez, V.-a., Juanatey-Boga, O., & léVy-Mangín, J.-P. (2015). Measuring the influence of customer-based store brand equity in the purchase intention. Cuadernos de Gestion, Vol. 15 - Nº 1 (2015), pp. 93-118. doi:10.5295/cdg.130408cc

      [7] Cardona, A. R. (2014). Personal Cultural Orientation, Destination Brand Equity And Revisit Intention: The Case Of Quepos, Costa Rica. (Doctor of Philosophy in Business Administration), Trident University Internationa, Proquest.

      [8] Chieng, F. Y.-L., & Goi, C.-L. (2011). Customer-based brand equity: A study on interrelationship among the brand equity dimension in Malaysia. African Journal of Business Management Vol. 5(30), pp. 11856-11862, 30 November, 2011. doi:10.5897/AJBM10.1385

      [9] Conner, C. (2011). The mobile food truck revolution. Retrieved from

      [10] Durai, A. (2016). Is the food truck scene in Malaysia going places? Retrieved from

      [11] Esparza, N., Walker, E. T., & Rossman, G. (2014). Trade Associations and the Legitimation of Entrepreneurial Movements: Collective Action in the Emerging Gourmet Food Truck Industry. Nonprofit and Voluntary Sector Quarterly 2014, Vol. 43(2S) 143S –162S. doi:10.1177/0899764013512723

      [12] FAO. (2016). Street foods. Retrieved from

      [13] Gunaratnam, S. (2015). Food on Trucks. Retrieved from

      [14] Hanaysha, J. (2016). Building Brand Equity through Customer Service: A Study on Restaurant Industry in Malaysia. Journal of Research in Business, Economics and Management (JRBEM), 5(5), 678 - 685.

      [15] Hashim, S., & deRun, E. C. (2013). Service Brand Equity: Cross-Sectional Analysis of Four Service Schemes in Malaysia. Journal of Economics, Business and Management, Vol. 1, No. 1. doi:10.7763/JOEBM.2013.V1.30

      [16] Hawk, Z. A. (2013). Gourmet Food Trucks: An Ethnographic Examination of Orlando’s Food Truck Scene. (Master of Arts), University of Central Florida,

      [17] Henderson, J. C. (2017). Street food, hawkers and the Michelin Guide in Singapore British Food Journal, Vol. 119 Issue: 4,pp. 790-802. doi:10.1108/BFJ-10-2016-0477

      [18] Hyun, S. S., & Kim, W. (2011). Dimensions of Brand Equity in the Chain Restaurant Industry. Cornell Hospitality Quarterly 52(4) 429 –437. doi:10.1177/1938965510397533

      [19] Ibrahim, N. (2011). The Food Truck Phenomenon: A Successful Blend Of PR and Social Media. (Master Of Arts (Strategic Public Relations)), UNIVERSITY OF SOUTHERN CALIFORNIA,

      [20] Ishak, M. I. (2016, 29th Dec 2016). [Food truck in Klang Valley].

      [21] Kang, J. (2011). Social media marketing in the hospitality industry: The role of benefits in increasing brand community participation and the impact of participation on consumer trust and commitment toward hotel and restaurant brands. (Doctor Of Philosophy), Iowa State University, Proquest.

      [22] Keller, K. L. (2013). Strategic Brand Management : Building, Measuring and Managing Brand Equity (Forth Edition ed.): Pearson.

      [23] Latif, W. B., Islam, M. A., Mohamad, M., Sikder, M. A. H., & Ahmed, I. (2015). A conceptual framework of brand image on customer-based brand equity in the hospitality industry at Bangladesh: tourism management and advertisement as moderators. Journal of Scientific Research and Development 2 (11): 1-16.

      [24] Lee, S. H. (2014). A Comparison of Two Approaches to Measuring Brand Equity in the Hotel Industry.

      [25] Loomis, J. M. (2013). Moveable Feasts: Locating Food Trucks in the Cultural Economy. (Master of Arts), University of Kentucky,

      [26] Majid, M. A. A., Alias, M. A. M., Samsudin, A., & Chik, C. T. (2016). Assessing Customer-Based Brand Equity Ratings in Family Restaurant. Procedia Economics and Finance 37, 183 – 189. doi:10.1016/S2212-5671(16)30111-3

      [27] Ming, T. T., Ismail, H. B., & Rasiah, D. (2011). Hierarchical Chain of Consumer-Based Brand Equity: Review From The Fast Food Industry. International Business & Economics Research Journal – September 2011, Vol 10. No. 9.

      [28] Myrick, R. (2014). The essence of food truck brand marketing. Retrieved from

      [29] Namin, A. (2017). Revisiting customers' perception of service quality in fast food restaurants. Journal of Retailing and Consumer Services 34 (2017) 70–81.

      [30] Petersen, D. (2014). Food Truck Fever: A Spatio-Political Analysis of Food Truck Activity in Kansas City, Missouri. Kansas State University,

      [31] Pham, L. T. M., Do, H. N., & Phung, T. M. (2016a). The Effect of Authenticity Perceptions, Brand Equity on Brand Choice Intention: A Study in Ethnic Restaurants in Vietnam. Paper presented at the The 10th International Days of Statistics and Economics, Prague, September 8-10, 2016.

      [32] Pham, L. T. M., Do, H. N., & Phung, T. M. (2016b). The Effect Of Brand Equity And Perceived Value On Customer Revisit Intention: A Study in Quick-Service Restaurants in Vietnam. Acta Oeconomica Pragensia, 24(5), 14 - 30. doi:10.18267/j.aop.555

      [33] Pohopien, L. (2013). A Phenomenological Study Of Gourmet Food Truck Owners As Entrepreneurs. (Doctor of Education in Organizational Leadership), University of La Verne,

      [34] Prasad, K., & Dev, C. S. (2000). Managing Hotel Brand Equity: A CustomerCentric Framework for Assessing Performance. Cornell Hotel and Restaurant Administration Quarterly, 41(3), 22-31. doi:10.1177/001088040004100314

      [35] Ragavan, S. (2014). Food trucks in KL : Is our city’s new wave of food trucks revving up the food scene? We study the trend. Retrieved from

      [36] Rodrigues, P., & Martins, F. V. (2016). Perceptual and behavioural dimensions: measuring brand equity consumer based. Journal of Fashion Marketing and Management: An International Journal, Vol. 20( Iss 4 ), pp. 507 - 519. doi:10.1108/JFMM-03-2016-0019

      [37] Sen, S., Savitskie, K., Ranganathan, S., & Brooks, J. R. R. (2014). Summary Brief Food Truck Marketing: Factors that Impact Value Creation. Marketing Advances Proceedings, 56-57.

      [38] Seo, S., & Jang, S. S. (2013). International Journal of Hospitality Management 34 (2013), 192– 201.

      [39] Shuv-Ami, A. (2016). A new market brand equity model (MBE) EuroMed Journal of Business, Vol. 11 Iss 3 pp. 322 - 346. doi:10.1108/EMJB-05-2015-0025

      [40] Siali, F., Jiayi, P., Shakur, M. M. A., & Ya’kob, S. A. (2016). Relationship Between Brand Equity and Consumer Purchase Decision: A Case of An International Brand of Footwear. International Journal of Service Management and Sustainability (IJSMS), Vol. 1 No. 1 Dec 2016, pp. 58 - 75.

      [41] Singh, P. K., & Pattanayak, J. K. (2016). Study of the Relationship among the Factors of Brand Equity: A Study on Fast-food Brands. Global Business Review 17(5) 1227–1239. doi:10.1177/0972150916656694

      [42] Street Food Culture, Economy, Health and Governance. (2014). (R. d. C. V. Cardoso, M. Companion, & S. R. Marras Eds.): Routledge.

      [43] Tan, T. M. (2012). An Empirical Study on Brand Equity in Malaysian Fast Food Industry. Multimedia University,

      [44] Tan, T. M., Ismail, H., & Devinaga, R. (2015). Malaysian Fast Food Brand Equity The Journal of Developing Areas.

      [45] TheEdge. (2010). A&W ‘s mobile concept no threat to KFC. Retrieved from

      [46] Thomas, B. I. (2016). Exploring the Potential for Food Trucks as a Culinary Tourism Attraction in Auckland: Through the Eyes of Operators and Tourism Professionals. Auckland University of Technology,

      [47] Wessel, G. (2012). From Place to NonPlace: A Case Study of Social Media and Contemporary Food Trucks. Journal of Urban Design, 17(4), 511-531. doi:10.1080/13574809.2012.706362

      [48] Wijaya, B. S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, Vol 5, No.31, 2013 DOI: 10.13140/ejbm.2013.55.65.




Article ID: 13324
DOI: 10.14419/ijet.v7i2.29.13324

Copyright © 2012-2015 Science Publishing Corporation Inc. All rights reserved.