Journal of Community Nutrition

The Korean Society of Community Nutrition (대한지역사회영양학회)
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Brand Equity Comparison of Local and International Fast Food Operations between Korea and the Philippines

  • Baek Seung-Hee (Department of Food and Nutrition, Shingu College) ;
  • Ham Sunny (Hospitality and Tourism Management, University of Kentucky) ;
  • Yang Il-Sun (Department of Food and Nutrition, Yonsei University)
  • Published : 2006.06.01
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Abstract

This study compares brand equity of the fast food industry between Korea and the Philippines. This comparison is conducted by measuring a price premium that the college students in both countries would pay for hamburgers. Three popular fast food chains in each country, Lotteria, McDonalds', and Burger King in Korea and Jollibee, McDonalds', and Burger King in the Philippines, were chosen for the study. Utilizing a brand-based comparative approach, the findings of the study indicated that Burger King showed the highest brand equity for the premium brand image in both countries, whereas both local brands had a lower brand equity compared to international brands. The results of the study provide useful information for international and local brand managers that wish to establish strategies for a brand image, as well as to manage brand equity effectively. (J Community Nutrition 8(2): 96-101, 2006)

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