A Modified Brand Personality Scale for the Restaurant Industry
Abstract
In the Study, a Brand Personality Scale for Use in the Restaurant Industry is Developed and Tested. as Part of Our Analysis We Propose a Modified Version of the Original Brand Personality Scale (BPS) Developed by Aaker (1997). Our Objective Was to Modify the Aaker Scale to Possess Greater Relevance for the Restaurant Industry. in Order to Test the Modified Scale, Six Brands from Both the Quick Service and Casual Dining Segments Were Assessed Utilizing an 18 Item Scale. the Results Indicated that the Modified Scale Was Efficient in that It Was Able to Explain as Much Variance between Restaurants as the Larger Scale. in the Analysis We Highlight Managerial Implications of the Findings, and Note Areas for Future Research. © Taylor & Francis Group, LLC.
Recommended Citation
Musante, M. D., Bojanic, D. C., & Zhang, J. (. (2008). A Modified Brand Personality Scale for the Restaurant Industry. Journal of Hospitality and Leisure Marketing, 16(4), pp. 303-323. Taylor and Francis Group; Routledge.
The definitive version is available at https://doi.org/10.1080/10507050801949316
Department(s)
Business and Information Technology
Keywords and Phrases
Brand identity; Brand personality scale; Restaurant image
International Standard Serial Number (ISSN)
1050-7051
Document Type
Article - Journal
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2023 Taylor and Francis Group; Routledge, All rights reserved.
Publication Date
24 Jun 2008
