Can brand personality differentiate fast food restaurants?

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.

Keywords: brand, brand personality, fast food, restaurants