The Effect of Brand Equity and Perceived Value on Customer Revisit Intention

quick-service restaurant revisit intention. The authors propose a conceptual framework in which
three dimensions of brand equity including brand associations combined with brand awareness,
perceived quality, brand loyalty and perceived value are related to revisit intention. Data from
570 customers who had visited four quick-service restaurants in Ho Chi Minh City were used
for the structural equation modelling (SEM) analysis. The results show that strong brand equity
is significantly correlated with revisit intention. Additionally, the effect of brand equity on revisit
intention was mediated by perceived value, among others. Overall, this study emphasizes the
importance of perceived value in lodging in the customer’s mind. Finally, managerial implications
are presented based on the study results.