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KMID : 0665420110260020142
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Korean Journal of Food Culture
2011 Volume.26 No. 2 p.142 ~ p.150
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A Study on the Brand Personality of Foodservice Companies using Correspondence Analysis: Comparative Analysis of Family and Quick-service Restaurants
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Jung Hyo-Sun
Yoon Hye-Hyun
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Abstract
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This study investigated and compared the brand personality of domestically run family restaurants with quick service
restaurants. Information was elicited from respective patrons using self-administered questionnaires which asked questions on recognizable brand characteristic and attributes of each restaurant through image maps. Data from the self-administrated questionnaires were collected and analysed using comparative statistical analysis, including frequency, t-test, chi-square, factor analysis, reliability analysis and correspondence analysis. Overall, patrons identified 5 factors which they used to rank individual restaurants; sophistication, competence, likeableness, trendiness, and ruggedness. Overall results showed the family restaurants that scored highly on likeableness and trendiness were Outback and TGIF. Furthermore, Vips was the only family restaurants that scored highly in ruggedness. In relation to quick service restaurants, Lotteria scored highest for competence while McDonalds and Burger King scored best for sophistication. Limitations and future research directions arealso discussed.
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KEYWORD
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brand personality, family restaurant, quick-service restaurant, correspondence analysis
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