Potential Impact of Sustainable Business Practices: Brand Equity in Fast Food and Millennials’ Purchase Intentions

María de los Ángeles Guzmán Valle (), Marco Agustín Arbulú Ballesteros, César Augusto Guzmán Valle, Jose Carlos Montes Ninaquispe, Alberto Luis Pantaleón Santa María, Stephanie Virginia Ruiz Chacón, Milagros Lamadrid Aldana and William Teófilo Castro Muñoz
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María de los Ángeles Guzmán Valle: Facultad de Ciencias Empresariales, Universidad Tecnológica del Perú, Chiclayo 14011, Peru
Marco Agustín Arbulú Ballesteros: Escuela de Administración de Empresas, Universidad César Vallejo, Chepén 13871, Peru
César Augusto Guzmán Valle: Facultad de Ingeniería Civil Sistemas y Arquitectura, Universidad Nacional Pedro Ruiz Gallo, Lambayeque 14013, Peru
Jose Carlos Montes Ninaquispe: Programa de Administración de Negocios Internacionales Filial Norte, Universidad de San Martín de Porres, Chiclayo 14001, Peru
Alberto Luis Pantaleón Santa María: Escuela de Negocios Internacionales, Universidad Señor de Sipán, Chiclayo 14001, Peru
Stephanie Virginia Ruiz Chacón: Escuela de Posgrado, Universidad Continental, Lima 15113, Peru
Milagros Lamadrid Aldana: Escuela de Administración de Empresas, Universidad César Vallejo, Chepén 13871, Peru
William Teófilo Castro Muñoz: Escuela de Administración de Empresas, Universidad César Vallejo, Chepén 13871, Peru

Sustainability, 2024, vol. 16, issue 9, 1-17

Abstract: This study was carried out because we live in a world of constant change and high competition, where local fast-food brands in Chiclayo do not have an adequate position in the consumer’s mind compared to international franchises established in our town. The general objective was to determine the influence of brand equity on the purchase intention for local fast-food brands among Chiclayo millennials. The model proposed includes the constructs of brand equity in various category of food products. This document is intended to contribute to society and the scientific community by providing strategic support to brand owners who work with this approach and individual managers. A quantitative approach was used, with a basic type, explanatory level, and non-experimental cross-sectional design, using Cronbach’s alpha for reliability of the instrument and validity by expert judgment. Customers of local fast-food brands comprised the sample, with a total of 385 people surveyed independent of gender. SPSS v.27 and Microsoft Excel 2019 were used for simple random sampling. It was concluded that millennial consumers have regular brand equity and purchase intention for local fast-food brands, emphasizing that the knowledge dimension does not significantly influence purchase intention.

Keywords: brand equity; purchase intention; fast food; millennials (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2024
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