Original Article

Can brand personality differentiate fast food restaurants?

Published in:
Volume 4 , issue 1&2 , 2014 , pages: 13–19

DOI: 10.2989/RHM.2014.4.1&2.3.1249

Author(s): Alisha Ali Sheffield Hallam University, City Campus, London, United Kingdom , Vishal Sharma PriceWaterHouse Coopers, London, United Kingdom

Keywords: brand , brand personality , fast food , restaurants

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Abstract

This study examines brand personality as an approach to establish brand differentiation in the highly competitive fast food sector. A modified brand personality scale proposed by Musante et al. (2008) was used to develop a questionnaire which was distributed to customers to assess their perceived brand personalities for three well known fast food restaurants – McDonald’s, KFC and Subway. The results demonstrated that even though the overall perceived brand personality was different for all three brands, no individual personality dimension characterised any of the brands.

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