The contribution of this study is the development of a comprehensive brand trust and equity
model, called the trust-equity (T-E) model. The T-E Model is a conceptual model, which could
guide policy makers/decision-makers/vendors/producers/operators, which is appropriate
and useful in terms of decision-making in the fast food industry in Malaysia, especially on the
issue of how to develop value among customers and firms. Moreover, practitioners can
understand the impact of religious sensitivity on brand trust and brand equity and how it
influences customer and firm values, both directly and indirectly. Thus, by understanding the
predictors of the value to the customer and the firm, the study may also help practitioners to
reposition themselves in light of the findings. Practitioners could carefully strategize effective
ways to improve customer and firm values towards the brand. For academics, the
conceptual insights from this study will add to the literature on the various factors affecting
the development of successful relationships between consumer and firm values on the
brand in Malaysia, and the resultant competitive advantage. Subsequently, further studies
are needed to examine the relationship between brand trust and brand equity and the
outcome on customer and firm values.