Cultural Uncertainty on Brand Trust of Fast Food Industry in Malaysia

Fast food industry very important culturally and is intensifies in popularity. However, the influence of cultural uncertainty on brand trust is still elusive. The lack of awareness on customer sensitivity has let a company or products down. This study conceptualized the perception of customers’ religious sensitivity, health threat and information disclosure issues and the critical factors that influence brand trust. The result of this study will provide insights into the successful implementation of branding models used and as opportunity to the industries to undergo an operation-check and allows better understanding of the pre-requisites necessary to succeed in today's competitive environment.