Abstract:
This study aims to assess the impact of mobile marketing on brand equity in the fust
food industry with special reference to Pizza Hut in Trincomalee. The mobile
marketing dimensions are SMS marketing, Location based marketing and mobile apps
adopted from Mobile Marketing Association (MMA) (2016) cited by Alevtina
Gribanova (2016). Brand equity is value may be reflected in how consumers think,
feel, and act concerning the brand that consumers had to perceive from marketing
programs. Brand equity is an important intangible assert that has psychological and
financial valuer to the firm, Accordingly. this study developed three research
objectives and three hypotheses to achieve its aim. The positivist perspective was
used to examine the hypotheses. Since the study was aimed et exploring relationships
between known variables, a questionnaire was designed using key items form relevant
studies. A self-administrated questionnaire was used to collect the required data.
This study has used a quantitative research approach and data were collected among
the 200 customers of Pizza Hut Trincomalee Region of Sri Lanka. The study found
that there are significant positive relationships and impact of mobile marketing on
Brand Equity with special reference to Pizza Hut Trincomalee District. Determining
factors such as SMS marketing, Location based advertisement , Mobile App and
Brand Equity knowledge about the were all taken into consideration on the
questionnaire. Data were processed via SPSS and analyzed through descriptive and
informant statistics.
The results suggest that there is a strong positive relationship between mobile
marketing and brand equity in the fast food industry in Trincomalee. On other 'hand
this study empirically contributes to marketing managers regarding mobile marketing
and brand equity.
