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Family Restaurant Brand Personality and Its Impact On Customer's eMotion, Satisfaction, and Brand Loyalty

Sejong University, yongki2{at}sejong.ac.kr

Ki-Joon Back

University of Houston, kback{at}uh.edu

Jin-Young Kim

Hanchon Korean Restaurant, jinyoung6411{at}yahoo.co.kr

The purpose of this study is to examine the effect of restaurant brand personality on customer's emotions (positive and negative), customer satisfaction, and brand loyalty using structural equation models. The study also explores the applicability of the five-factor model of brand personality scales to the restaurant industry. Empirical data were gathered from 475 diners at five properties of a chain restaurant via survey questionnaires. This study confirms five brand personality dimensions in the restaurant industry. Also, the study findings suggest that customers' emotions play the dominant role in explaining satisfaction and brand loyalty. Marketers would gain much by continuously monitoring restaurant customers' perceptions of restaurant brand personality.

Key Words: restaurant brand personality • emotion • customer satisfaction • brand loyalty

Journal of Hospitality & Tourism Research, Vol. 33, No. 3, 305-328 (2009)
DOI: 10.1177/1096348009338511


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