Abstract

This study reflects on the need to examine the challenges of brand equity creation among Malaysian fast food
brands. There was a need to observe brand awareness which contributes greater variance on brand trust,
attitudinal brand loyalty, and overall brand equity than perceived quality across global and Malaysian brands.
The main purpose of this study was to provide a better management practices for branding strategy and brand
tracking; highlighting the natural drawbacks on focusing the perception of brand quality that have been exercised
by many Malaysian fast food brands. The result of this study reveals that the dimensions of consumer-based
brands equity could be reasonably related to category specific.

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