DETERMINANTS OF A VALUABLE BRAND NAME IN ETHNIC CUISINE MARKET IN THE UK: A COMPARISON OF CUSTOMER-BASED BRAND EQUITIES OF TURKISH, INDIAN, THAI, LEBANESE AND CHINESE RESTAURANTS
DETERMINANTS OF A VALUABLE BRAND NAME IN ETHNIC CUISINE MARKET IN THE UK: A COMPARISON OF CUSTOMER-BASED BRAND EQUITIES OF TURKISH, INDIAN, THAI, LEBANESE AND CHINESE RESTAURANTS

Summary/Abstract: This study aims to critically examine the customer-based brand equity of Turkish, Indian, Thai, Lebanese, and Chinese restaurants in the UK to identify the key determinants of a valuable ethnic cuisine brand. With the growing popularity of ethnic food, this research addresses a gap in the literature by proposing a model for building valuable ethnic restaurant brands. Aaker’s brand equity model forms the theoretical framework, and data were collected through a quantitative survey of 666 participants across five ethnic restaurant types. The analysis, conducted using SPSS, involved reliability testing (Cronbach’s alpha), exploratory factor analysis, descriptive statistics, and regression analysis. Findings reveal that brand awareness is the most influential dimension of brand equity in predicting customer satisfaction and loyalty, followed by brand associations. Among service quality dimensions, responsiveness, empathy, and reliability have the strongest impact, with tangibles and assurance following. This study provides practical insights for ethnic restaurant branding.

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