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Dissertation/Thesis Abstract

Brand Equity and Consumer Willingness to Pay Higher Prices for Angus Beef in Fast-Food Restaurants
by Jenkins, Mark Edward Franklin, D.B.A., Grand Canyon University, 2021, 265; 28319469
Abstract (Summary)

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.

Indexing (document details)
Advisor: Pernsteiner, Carol
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
Source Type: DISSERTATION
Subjects: Marketing, Business administration
Keywords: Angus beef, Brand Asset Valuator, Brand equity, Fast-food restaurant, Willingness to pay
Publication Number: 28319469
ISBN: 9798582558965
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