KMID : 0664320070130010038
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Journal of the Korean Dietetic Association 2007 Volume.13 No. 1 p.38 ~ p.49
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A Study on Brand Personality Factors as Recognized by the Customers of Contract Foodservice Management Companies
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Kim Ok-Sun
Chun Hui-Jung
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Abstract
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The purpose of this study was to determine the attributes and factors of brand personality for contract foodservice management companies. Self-administered questionnaires were distributed to five students at universities operating under the top five companies in contract foodservice management. The following statistical analyses were conducted for the data assessment: descriptive analysis, t-test, ANOVA, reliability analysis, and factor analysis, using the SPSS Win(12.0) package program. From these analyses we divided a company¡¯s brand personality into the following five functional and emotional elements: sensibility, sincerity, confidence, competence, and excitement. Based on these five elements a total of 26 scales were developed to measure brand attributes of the companies. The variance was explained by 19.29% of sensibility, 17.65% of sincerity, 15.71% of confidence, 14.06% of competence, and 13.62% of excitement. The calculated Cronbach¡¯s alpha was more than .90 for all the scales measuring the five attributes, indicating good internal consistency. There were significant differences in sensibility(p<.01), sincerity(p<.001), creditability(p<.01), competence (p<.001), and excitement(p<.001) among the companies. In regards to overall brand personality, company a had a higher mean score for sincerity, while the other companies had higher mean scores for competence. Among the brand personalities, ¡¯confidence¡¯ had the highest mean score with 3.36, followed by ¡¯cooperation¡¯ (3.17), ¡¯successful¡¯(3.12), ¡¯leadership¡¯(3.11), and ¡¯down-to-earth¡¯(3.02).
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KEYWORD
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Brand personality, Contract foodservice management company, Sincerity, Confidence
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