A Study on the Antecedents and Consequences of Fast Food Brand Trust

The aim of this research is to inspect the antecedents and consequences of brand trust in the domain of fast food restaurants. The target of this research is McDonald's. This study employs DINESERV as the theoretical underpinning, and brand trust and brand loyalty are the explained attributes of this study. Data was collected by using Amazon Mechanical Turk. The number of observations is 376 for the data analysis and structural equation modeling is the main instrument for testing the research hypotheses. The results indicated that brand trust is positively impacted by taste, convenience, store atmosphere, and price fairness. Also, the results disclosed that brand loyalty is positively affected by taste and store atmosphere. Additionally, the results revealed that brand trust is positively associated with brand loyalty. The results of this study offer practical implications for fast food business managers.