The Brand Personality Scale: An Application for Restaurants

Abstract

A study of a convenience sample of 247 students at Cornell\u27s School of Hotel Administration measured the extent to which respondents differentiated among the personalities of nine restaurants in three segments (quick service, casual dining, and upscale). The study was based on Jennifer L. Aaker\u27s brand-personality scale, which posits five overall personality dimensions comprising 42 traits. The overall dimensions are competence, sincerity, excitement, sophistication, and ruggedness. Respondents rated each of the nine restaurants on Aaker\u27s 42 traits. On balance, the students did not perceive large differences among the restaurants\u27 overall personalities, although certain restaurants were seen as distinctive on individual dimensions. For instance, McDonald\u27s was seen as being more competent and exciting than either Burger King or Wendy\u27s. Chili\u27s was rated as the most rugged of the three casual-dining restaurants, while TGI Friday\u27s was considered to be more exciting than Chili\u27s or Applebee\u27s. Ironically, the students reported the least personality differentiation among the upscale restaurants (all local establishments), even though the chef\u27s or owner\u27s personality usually informs such restaurants. Overall, upscale restaurants were perceived to be more sophisticated than the casual-dining or QSR outlets, while the casual-dining restaurants were seen as more sincere