An Examination of the Differences in Restaurant Brand Personality Across Cultures

Abstract

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.