Impact of Company Initiatives on Brand Customer Engagement and its Association with Brand Satisfaction, Brand Trust and Word-of-Mouth Generation of Fast-food Restaurant Consumers

Fast-food companies typically employ various tactics to attract consumers, with brand engagement being one of the most prominent strategies in the industry. Therefore, in this study, we analysed the initiatives that companies implement to achieve this and their relationship with other essential variables. The research was quantitative and had a sample size of 303 Peruvian people who were surveyed in person. Additionally, a structural equation model (PLS-SEM) was employed to investigate the relationships among the variables. Based on the survey results, the research model was validated, thus filling the proposed theoretical gap. This contribution is significant because it confirms that these company initiatives impact consumer satisfaction, trust, and word-of-mouth, thereby helping to better understand consumer behaviour in the competitive fast-food restaurant sector and offering a practical model that can be applied in other similar sectors.