Authors : Tassneem; Dr. Manjunath V

Volume/Issue : Volume 10 - 2025, Issue 7 - July

Google Scholar : https://tinyurl.com/55n9t2vj

Scribd : https://tinyurl.com/yreska2e

DOI : https://doi.org/10.38124/ijisrt/25jul904

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Abstract : In the contemporary restaurant industry, where evolving consumer preferences and heightened competition define market dynamics, the role of branding has become indispensable for business sustainability and growth. With increasing options available to consumers, restaurants must build strong brand equity to stand out, cultivate customer loyalty, and ensure repeat patronage. Brand equity not only adds intangible value to a restaurant but also functions as a critical differentiator in a saturated marketplace. The objective of this study is to identify investigate the Consumer-driven brand value from five prominent family restaurants in Ballari: Kritunga, Hotel Abhiruchi, Royal Fort, Hotel Pola, and Anushree Family Restaurant. The research framework is anchored on four key dimensions of CBBE: Customer commitment to brand, Consumer-perceived value, Consumer brand recognition, and Brand-related perceptions. These aspects collectively represent Brand power and brand worth customers associate with restaurant brand name. The research was executed in Top five well-known family Culinary establishment at Ballari Kritunga, Hotel Abhiruhi, Royal fort, Hotel Pola and Anushree family restaurant. The study makes use of ANOVA, MANOVA and Techniques of Structural Equation modelling to assess Dimensions of customer-driven brand value To achieve the comprehensive understanding, these research employs a quantitative methodology and employs advanced Analytical procedures such as variance analysis (ANOVA) and multivariate variance testing (MANOVA)Structural Equation Modelling (SEM). These methods facilitate robust evaluation and comparison of brand equity dimensions across the selected restaurants, identifying patterns and relationships that influence customer perceptions and preferences. ANOVA is utilized to assess the variation in individual brand equity components among the five restaurants, while MANOVA explores the collective impact of multiple dependent variables. SEM is employed to model the structural relationships among the four Perceived brand worth dimensions and their impact on the overall customer-based brand strength score. These results are anticipated to offer actionable insights for restaurant managers and marketers to refine branding strategies, enhance customer engagement, and drive business performance. This study adds to the expanding literature on service branding in the hospitality sector and offers a localized, data-driven perspective on brand value creation. It underscores the essential nature of strategic Brand administration within an increasingly competitive environment and provides empirical evidence to guide branding efforts in the regional restaurant industry.

Keywords : Consumer-Driven Brand Value, Brand Commitment, Product Excellence Perception, Brand Recognition, Brand Image Connections ANOVA, MANOVA, SEM, Family Restaurants, Ballari.

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