Brand equity and customer behavioural intention: A case of food truck business

Food truck has become a new phenomenon in food and beverage industry Malaysia especially in Klang Valley. The popularity of food truck does not only depend on the mobility features, but also the creative branding on their trucks. However, the discussion on brand equity in food truck is still sparse. In this conceptual paper, the relationship between brand equity and food truck customer behavioural intention will be discussed. The result of this study will contribute to the new knowledge in brand equity theory towards predicting the food truck customer behavioural intention. Indeed, this is an opportunity for food truck managers to increase their understanding on customer behaviour and for their business sustainability.