Main Article Content
Abstract
Globally, the hospitality industry positions as one of the utmost modest commercial sectors, with hostile firms trusting on a mix of approaches, for instance, customer relationship marketing to stopover significant, entice and preserve customers. This article investigates how brand equity of the local and international fast-food restaurants effects brand reputation (BR) and brand trust (BT). The data collection questionnaire was employed to 369 randomly selected respondents at major cities of the country. The data analysis used structural equation modeling to ensure the statistical significance of the relationship that exists among dimensions of brand equity, brand reputation, and brand trust. The findings exhibits, a positive and significant association between brand awareness (BA), brand association (BAS), brand reputation, and brand trust. This study also reflects the full mediation. This implies that customer-based brand equity dimension and brand reputation are vital for brand trust. The outcomes of the scholarship will aid, to advance indulgent of the multifaceted psychosomatic procedures tangled in purchaser selection standards for fast-food restaurants and hospitality industry.