Brand Personality of Global Quick-Service Restaurants in Emerging and Developed Markets: A Comparative Study in Brazil and the U.S. |
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| Authors: | Fernanda Araujo Maciel Jorge Ferreira da Silva |
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| Institution: | Department of Business Administration , IAG Business School, Pontifical Catholic University of Rio de Janeiro , Rio de Janeiro , Brazil |
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| Abstract: | This study aimed to determine the dimensions of the personality of global quick-service restaurant brands perceived by young consumers in the U.S. and Brazil, and whether these dimensions showed similar configurations in both countries. A survey was carried out with two QSR brands (McDonald's and Subway). Data analysis utilized exploratory and confirmatory factor analysis. The study identified five personality dimensions for each of the brands studied in each country. Results support the proposition that global brands can carry a common meaning across nations, but also that certain local nuances of brand personalities can differ. |
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| Keywords: | brand personality culture fast food global brands quick service |
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