The effects of customers’ perceptions of brand personality in casual theme restaurants |
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Authors: | Dohee Kim Vincent P Magnini Manisha Singal |
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Institution: | 1. Pamplin College of Business, Virginia Tech, 362 Wallace Hall, Blacksburg, VA 24061, United States;2. Pamplin College of Business, Virginia Tech, 355 Wallace Hall, Blacksburg, VA 24061, United States;3. Pamplin College of Business, Virginia Tech, 363 Wallace Hall, Blacksburg, VA 24061, United States |
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Abstract: | Although existing studies recommend that restaurant chains develop and communicate salient brand personalities, no research to date provides empirical evidence that perceptions of unique brand personality by consumers lead to positive outcomes in the restaurant business. Therefore, using a sample of 336 adults, this research models the causal relationships between brand personality perceptions, brand preference, attitudinal loyalty, and positive word-of-mouth (W-O-M) behavior for the Olive Garden and Chili's restaurant chains. It was found that for both chains, brand personality perceptions have a positive effect on brand preference and attitudinal loyalty, brand preference has a positive impact on attitudinal loyalty, and attitudinal loyalty has a positive influence on positive word-of-mouth (W-O-M) communication. In addition, for the Olive Garden and Chili's brands, it was also found that there is a direct link between brand preference and word-of-mouth behavior. |
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Keywords: | Brand personality Brand preference Attitudinal brand loyalty Positive word-of-mouth behavior Casual restaurants |
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