Gen Y consumers' perceptions of quick service restaurant and the mediating role of purchase intentions : a case study of McDonald's in Singapore

• Main Authors: Loh, Sheena, Lim, Christine
• Other Authors: Nanyang Business School
• Format: Article
• Language: English
• Published: 2014
• Subjects: DRNTU::Business
• 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
• Institution: Nanyang Technological University

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...