A Study on factors influencing brand reputation: with special reference to franchised fast-food restaurants in Colombo district

Abstract

Today fast-food culture is a strongly uprising trend in the world. However, those fast food are unhealthy for human life and most people have proved that in various ways. Nonetheless, these fast-food restaurants have a high brand reputation in the world as same as in Sri Lanka. Therefore, the purpose of this research is to identify the factors influencing the brand reputation of franchised fast-food restaurants in the Colombo District. The study observed food and service quality, brand effect, self-congruence, brand awareness, and brand association as the independent variables and brand reputation as the dependent variable. This is quantitative research. The questionnaire was distributed online and data were collected from 282 people who are going to the fast-food restaurants in the Colombo District under the convenience sampling method. Multiple linear regression analysis is used to analyze the hypothesis. The result is self-congruence, brand awareness, and brand association have impacted for the brand reputation and food and service quality and brand effect have not impacted on the brand reputation of franchised fast-food restaurants in Colombo District. Furthermore, this study has provided directions to the restaurants’ authority to enhance their reputation.