- Volume 6 Issue 10
The purpose of this study is 1) to find out what brand personality should be selected in the Korea brand(Nolbu, Donday) and Foreign brand(TGI Fridays, Outback steakhouse), 2) to explore how the brand personality affects the store personality, that is, brand preference and revisiting which is related to the firm's overall sales. Therefore, useful tools for attracting and retaining core customers will be provided to decision-makers. The findings are summed up as follows: Successful, wholesome, and hard-working are the most significant variables in the brand personality. Also intimate factors(friendly, honest, darling) stand out high brand preference and revisiting in the Korea brand restaurants. In foreign brand restaurants, western, friendly, and young are highly recognized in brand personality. Both cheerful factors(cheerful, charming) and successful factors(successful, leader, confident) have the greatest impact on high brand preference and revisiting intent. The findings offer important insights: First, the concept of restaurant should be overlapped with style of core customers in the Korean brand restaurants. Second, entertainment factors like cheerful atmosphere should be reinforced in the foreign brand restaurants.
Brand Personality;Self-Congruity;Preference & Revisiting