A Modified Brand Personality Scale for the Restaurant Industry

ABSTRACT In the study, a brand personality scale for use in the restaurant industry is developed and tested. As part of our analysis we propose a modified version of the original Brand Personality Scale (BPS) developed by Aaker (1997). Our objective was to modify the Aaker scale to possess greater relevance for the restaurant industry. In order to test the modified scale, six brands from both the quick service and casual dining segments were assessed utilizing an 18 item scale. The results indicated that the modified scale was efficient in that it was able to explain as much variance between restaurants as the larger scale. In the analysis we highlight managerial implications of the findings, and note areas for future research.