Can brand personality differentiate fast food restaurants? (original) (raw)
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This study was designed to explore the measurement and application of brand personality congruence (BPC), defined as the gap between the customer’s own personality and a restaurant’s brand personality as perceived by the customer. The study involved two phases: Phase I primarily focused on the development of the BPC scale based on the existing Brand Personality Scale (Aaker 1997), while Phase II involved testing the relationship between BPC and brand loyalty and the mediating effects of satisfaction and trust on that relationship. Both Phases used the online survey methodology for data collection. Confirmatory factor analysis was used to test the dimensionality of brand personality. The five-factor solution was supported with the dimensions of sincerity, excitement, competence, sophistication, and ruggedness. Exploratory factor analysis showed that brand personality dimensions were not stable for measuring customer personality. Only characteristics most closely associated with the B...
On the appropriateness of the assignment of human personality traits to brands
Brand personality models are used in all areas of marketing. However, some authors challenge the applicability of human personality traits to brands at all. This article shows through exploratory and confirmatory factor analyses that human personality traits may not be applied to brands in every case. Following the psycho-lexical approach, an a priori "semantic factor analysis" explores the reasons and demonstrates how the personality model could be improved. An accordingly modified model then shows invariance between both measurements for brands and persons. Thus, the assignment was appropriate. Ex post analyses of the factor solutions confirmed the results of the a priori considerations. The demonstrated procedure may help to better understand the problems that have arisen in recent literature examining brand personality and to give researchers proposals to avoid the misspecification of their models in advance.
THE RELATIONSHIP BETWEEN BRAND PERSONALITY AND CUSTOMER SATISFACTION IN LOCAL PREMIUM COFFEE SHOP
JOURNAL OF TECHNICAL AND VOCATIONAL EDUCATION, 2018
Many studies have focuses on customer satisfaction at restaurant. However very few studies that focuses on coffee shop in Malaysia. Moreover, study on relationship between brand personality and customer satisfaction in Local Premium coffee shop in Malaysia is considering limited. Therefore, this present study aims (1) to examine the relationship between brand personality and customer satisfaction and (2) to determine which brand personality attribution that highly influence customers’ satisfaction. A quantitative study was conducted and a set of questionnaire was developed. The data was collected through surveyed and completed by 400 respondents who had experiences dined-in at the Local Premium Coffee Shops in Klang Valley, Selangor Malaysia. The findings revealed that brand personality correlate with customers’ satisfaction and ruggedness attribute is the most influence to customer satisfaction. This implies that the owners and managers need to enhance their brand personality thru sincerity, competence, sophistication and ruggedness to improve customers’ satisfaction.
Brand personality : a research on Malaysian consumers' perception of Starbucks Coffee outlet
Social and Management Research Journal, 2011
This study pertains to the use of the brand personality measurement framework as a means to investigate the pervasiveness of Starbucks, a foreign branded coffee outlet, in Malaysia. A survey was performed to obtain 261 consumer perceptions and opinions regarding the corporate branding of a foreign coffee outlet brand in Malaysia. Data was collected through the use of questionnaires from respondents in various cities throughout Malaysia using purposive and convenience sampling methods. Statistical analysis, including factor and reliability analysis, has been applied in order to statistically validate the findings ofthis research. The results of the analysis indicate that consumers identify Starbuck's to be distinctive and a confident brand.
roceedings of the XII Convibra International Conference – Business, online edition, Brasil
The brand personality is a very popular area of research in marketing. Consumers perceive brands as if they were living beings. They assign to brands positive and negative personal traits, demographic characteristics, physical characteristics and cognitive skills. The personality of the brand is a very important means of differentiation, which is the most difficult to copy. Although this topic has been popular in in theoretical marketing research for a long time, little has been done to implement brand personality measuring tool in practice. The author dealt with the methodological shortcomings of a large number of brand personality studies and presented an extended model of "brand as a person," which, in addition to personality traits includes other determinants of the brand as a person, in order to enhance the practical use of this measuring tool. The author has conducted her own research of the extended personality profile of brands of mobile operators in Serbia (telecommunications sector), including two international companies and one domestic company, in order to determine the diagnostic and predictive value of extended brand personality measuring tool. By determining a broader profile of the " brand as a person" (current or desired), we can clearly perceive: if the diversity of the brand compared to other similar brands is sufficient, where we made the mistakes, and how we can focus brand positioning in the future, using a variety of marketing tools.
The Role of Brand Personality in Consumer's Decision Making: A Review of the Literature
International Journal of Research in IT, Management and Engineering, 2016
Branding literally means distinguishing products from each other in order for the consumer to easily choose her favorite product. Nowadays a brand is a valuable asset and branding means the creation of the asset. Behind branding lies a vital factor, brand personality. This factor is the link of communication between a company and a consumer. Well-known brands with appealing personalities, such as Cartier (sophisticated) and Rolex (successful), provide an opportunity for consumers to appropriate the brand"s personality and connect it with their self image. Researchers have shown that consumers often prefer and choose brands with appealing personalities in an attempt to affirm and enhance their sense of self. This paper underlines the role of the brand personality and its influence on consumer"s decision making.
Measuring Dimensions Of Brand Personality
Proceedings of the International Conference on Economics and Banking 2015, 2015
The purpose of this paper is redefining constructs Brand Personality by analyzing the concept and measurement of Brand Personality. Brand personality study be undertaken by identifying and measuring the dimensions of Brand Personality. The problem raised in this paper is composed of brand personality dimensions consist of personality characteristics or different from each measurement (