IMPACT OF BRAND ADVERTISING ON FOOD CONSUMED AWAY FROM HOME

Bhuyan, Sanjib

IMPACT OF BRAND ADVERTISING ON FOOD CONSUMED AWAY FROM HOME

As consumption of food away from home increases, competition for consumers' dollar is intensifying among the major restaurant brands. This study examines the impact of brand advertising on consumers' choice of food away from home. Study results are in concert with our common sense regarding consumer FAFH behavior.

Keywords:

foodservice ; advertising impact ; consumer behavior ; food away from home

Subject(s):

Marketing

Issue Date:

2005

Publication Type:

Conference Paper/ Presentation

Record Identifier:

https://ageconsearch.umn.edu/record/19127

PURL Identifier:

http://purl.umn.edu/19127