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.