Open Access

This thesis explores how consumers in Peru and Germany perceive McDonald’s brand image online, focusing on overall brand perception and the influence of social media content. This research employs Keller’s (1993) Customer-Based Brand Equity (CBBE) framework, which provides a comprehensive approach to understanding brand equity from the consumer’s perspective, with brand image as a crucial component. This framework analyzes brand image through the dimensions of brand associations—types, favorability, strength, and uniqueness. A qualitative research design, utilizing semi-structured interviews with ten participants from both countries —five from Peru and five from Germany—complemented by an analysis of McDonald’s Instagram content, reveals that McDonald’s brand image is linked to consistency, reliability, and nostalgia. However, concerns about food quality, health, and employment practices persist. The findings suggest that the relevance and appeal of social media content are more crucial than its format in shaping brand perception. This research provides valuable insights for global brands on managing online consumer perceptions and enhancing their brand image across diverse markets.