Gen Y consumers' perceptions of quick service restaurant and the mediating role of purchase intentions : a case study of McDonald's in Singapore
This paper examines purchase intentions and brand loyalty with five dimensions of Quick Service Restaurant. The objectives of the study are to investigate the associations between consumers' perceptions of Quick Service Restaurant and brand loyalty, and whether purchase intentions mediate these...
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| Main Authors: | , |
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| Other Authors: | |
| Format: | Article |
| Language: | English |
| Published: |
2014
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/105172 http://hdl.handle.net/10220/20447 http://connection.ebscohost.com/c/case-studies/95736213/gen-y-consumers-perceptions-quick-service-restaurant-mediating-role-purchase-intentions-case-study-mcdonalds-singapore |
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| Institution: | Nanyang Technological University |
| Language: | English |