The relationship between brand equty and food trucks in Klang valley, Malaysia.

Within this research project on the examination and investigation of factors influencing brand equity towards food trucks in Malaysia, a quantitative approach was applied, focusing on the potential impacts of brand image, brand loyalty, brand awareness, brand association and perceived price, on brand equity. Based on a set of questionnaires constructed by the researcher, using 5-point Likert scale, across a sample of 379 respondents, correlational and regression analyses were conducted, to examine the depth of the relationships that can be potentially found across the measured variables. From the findings of this research, all the proposed hypotheses were accepted. The independent factors such as brand image, brand loyalty, brand awareness, brand association and perceived price had a positive influence on the dependent variable of brand equity. The strength of these associations were encouraging for understanding the role that each of the measured variables play on brand equity, which in itself, is a subject of limited research. Additionally, food trucks and their impact on the market are also limited in research, which these findings may prove to validate