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International Journal of Emerging Research in Engineering, Science, and Management
Vol. 4, Issue 1, pp. 22-30, Jan-Mar 2025.
https://doi.org/10.58482/ijeresm.v4i1.3

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Brand Equity and Consumer Response in the Food and Beverage Industry (Cafés) in Saudi Arabia

Dalia Diab

Tahreem Noor Khan

Raya Saad Almjnoni

Associate Professor, College of Business Administration, University of Hail, Saudi Arabia
Assistant Professor, College of Business Administration, University of Hail, Saudi Arabia
Lecturer, College of Business Administration, University of Hail, Saudi Arabia

Abstract: In the competitive landscape of the food and beverage industry, brand equity and consumer response are crucial aspects influencing a café’s success. This study investigates the impact of brand equity dimensions (brand awareness, brand association, brand loyalty, and perceived quality) on consumer response (purchase intention and brand preference) in the Saudi Arabian café industry. Using a quantitative approach, data were collected from 300 university students in Hail City through an electronic survey. The hypotheses were tested using multiple linear regression analysis in SPSS version 25.0. The findings revealed that brand loyalty and brand association significantly and positively influence overall brand equity, while perceived quality and brand awareness did not demonstrate a significant impact. A positive and significant correlation was also observed between overall brand equity and consumer response.

Keywords: Brand Association, Brand Equity, Brand Loyalty, Café, Consumer Response, Perceived Quality, Saudi Arabia.

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