Survey dataset on the determinants of brand equity in fast-food businesses among students at the Copperbelt University in Kitwe, Zambia.

Published: 28 July 2023| Version 1 | DOI: 10.17632/7wsbn3prxs.1
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The dataset used Google's online questionnaire and a total of 351 completed questionnaires were received between June 2023 and July 2023 from students accommodated at the Copperbelt University in Kitwe, Zambia. The data is based on likert scale variables that are used to determine brand equity. The data is used to create a clear understanding of the relationships amongst the determinants of brand equity; Brand awareness (BW), Brand association (BA), Perceived value (PV), Brand Loyalty (BL) and Perceived quality (PQ) have been used for testing the hypotheses of every independent variable having a significant effect on the dependent variable, BE.



Consumer Behavior, Consumer Research in Food Market