The purpose of this quantitative correlational study was to examine if there was a significant relationship between the four pillars of brand equity (Differentiation, Relevance, Esteem, and Knowledge) and consumer willingness to pay (WTP) higher prices for Angus beef in fast-food restaurants in the United States. This study's theoretical foundations were the Young & Rubicam Brand Asset Valuator, the marketing mix concept, and the product differentiation and market segmentation model. The convenience sample was adults 18 years or older that had purchased food from a fast-food restaurant within the previous year. A sample of 148 participants completed a survey assessing Angus beef's brand equity in fast-food restaurants and a single-item query of their willingness to pay more for Angus beef in fast-food restaurants. Spearman’s rank-order correlation determined the results of the overarching research question if a significant relationship existed between the four pillars of brand equity and consumer willingness to pay higher prices for Angus beef in fast-food restaurants. The results suggested there was a significant relationship between Differentiation and WTP, rs (146) = .29, p < .001; Relevance and WTP, rs (146) = .30, p < .001; Esteem and WTP, rs (146) = .27, p < .001; and Knowledge and WTP, rs (146) = .25, p = .001. This study's results added to the body of knowledge by correlating Angus Beef, fast-food restaurants, brand equity, and WTP. The researcher also discussed approaches to add Angus Beef to fast-food menus.
|Commitee:||Shelton, Dana, Kelkar, Mayuresh|
|School:||Grand Canyon University|
|Department:||College of Doctoral Studies|
|School Location:||United States -- Arizona|
|Source:||DAI-A 82/9(E), Dissertation Abstracts International|
|Subjects:||Marketing, Business administration|
|Keywords:||Angus beef, Brand Asset Valuator, Brand equity, Fast-food restaurant, Willingness to pay|
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