Effect McDonald's Brand Personality on Preference, Satisfaction, and Revisiting in Restaurants : Japanese College Students

맥도날드의 브랜드 개성이 선호도, 만족도, 재방문에 미치는 영향 -일본 대학생을 중심으로-

  • 이상미 (세명대학교 호텔관광학부) ;
  • 문보영 (을지대학교 여가디자인학과)
  • Published : 2010.01.28


This paper is to analyze which factors affect preference, satisfaction, and revisiting on McDonald's brand personality and to suggest distinguished guidelines for drawing core customers. The questionary distributed 150 who is college students in dokyo, Japan, then used for data analysis 128. The results come up with; First, 4 variables which are 'up-to-date', 'spirited', 'darling', and 'young' showed up importantly in brand personality. These mean young generation would like to enjoy playing on-line game and contents with computer on the table during wait their order. Second, 3 factors (sincerity, intelligence/specialization, and wholesome) in brand personality had highly significant in preference and satisfaction. When they feel strongly specialization and trust in product, it should be showed highly with preference and satisfaction. Third, 2 factors (sincerity, and intelligence/specialization) had strongly significant in revisiting. As marketer reinforce darling and specialized image about McDonald, Therefore, they should make customer to purchase again. Finally, if customer prefered and satisfied with product in the restaurant, it could be connected rebuying.


Brand Personality;Preference;Satisfaction;Revisiting;McDonald


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