An Examination of the Differences in Restaurant Brand Personality Across Cultures
Abstract
This Study Examines the Differences in Perceptions of Brand Personalities of Three Quick-Service Restaurants, McDonald's, Wendy's, and KFC, Across Two Cultures, U.S. and Japan. a Brand Personality Scale Developed by Aaker (1997) Was Used in the Self-Administered Survey. T-Tests and Analysis of Variance Were Performed to Examine the Differences between Brands and Countries. Findings Show Little Cultural Differences in the Perception of Brand Personalities of the Three Brands, But Significant Differences Across Brands. Further Differences Were Found between Brands Across Countries. Brand Personalities of KFC and McDonald's Are Viewed More Positive in Japan, and Wendy's is Viewed More Positive in the U.S. [Article Copies Available for a Fee from the Haworth Document Delivery Service: 1-800-HAWORTH. E-Mail Address: Docdelivery@haworthpress.com Website: Http://www. HaworthPress.com. © 2004 by the Haworth Press, Inc.
Recommended Citation
Murase, H., & Bojanic, D. (2004). An Examination of the Differences in Restaurant Brand Personality Across Cultures. Journal of Hospitality and Leisure Marketing, 11(2 thru 3), pp. 97-113. Taylor and Francis Group; Routledge.
The definitive version is available at https://doi.org/10.1300/J150v11n02_08
Department(s)
Business and Information Technology
Keywords and Phrases
Brand personality; Cultural differences; Quick-service restaurants
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
25 Aug 2004
