Assessing Customer-Based Brand Equity theory of repurchase intention in the family restaurant

Brand equity has become a very important factor that influences consumer's perceptions of a brand, regardless of industry. This study applied four of five Aaker's components of brand equity i.e. brand loyalty, perceived quality, brand awareness and brand associations that defined as Customer-Based Brand Equity (CBBE). This study investigates the relationships between the four dimensions of CBBE and repurchases intention towards a family restaurant in Klang Valley, Malaysia and to determine the key determinant of CBBE on repurchase intention. A total of 450 questionnaires were distributed to customers at the participating restaurants and 349 usable questionnaires were analysed. The results showed that only brand loyalty and brand association had significant relationships (p < 0.001) towards repurchase intention and brand association was found to be the strongest determinant (beta = 0.55) on repurchase intention. Furthermore, the findings established that perceived quality was the most important component in how customers perceived CBBE in the family restaurant.