| Summary: | Purpose This study aims to examine the impact of religious sensitivity on brand trust, equity and values of the fast food industry in Malaysia. Design/methodology/approach A survey of the fast food industry in Malaysia was conducted as the primary source of information. Findings It is expected that religious sensitivity will influence brand trust, equity and values of the food industry in Malaysia. Research limitations/implications The paper focuses on the fast food industry and concentrates only on the impact of religious sensitivity on brand trust, equity and values. Practical implications The results provide insights to the fast food sector and other organizations of similar structure regarding how they could manage marketing strategies for improved business performance. Originality/value This paper is perhaps one of the first to investigate the impact of religious sensitivity on the fast food industry. © Emerald Group Publishing Limited.
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