The effects of customers’ perceptions of brand personality in casual theme restaurants

Although existing studies recommend that restaurant chains develop and communicate salient brand personalities, no research to date provides empirical evidence that perceptions of unique brand personality by consumers lead to positive outcomes in the restaurant business. Therefore, using a sample of 336 adults, this research models the causal relationships between brand personality perceptions, brand preference, attitudinal loyalty, and positive word-of-mouth (W-O-M) behavior for the Olive Garden and Chili's restaurant chains. It was found that for both chains, brand personality perceptions have a positive effect on brand preference and attitudinal loyalty, brand preference has a positive impact on attitudinal loyalty, and attitudinal loyalty has a positive influence on positive word-of-mouth (W-O-M) communication. In addition, for the Olive Garden and Chili's brands, it was also found that there is a direct link between brand preference and word-of-mouth behavior.

Research highlights▶ In full service casual restaurants brand personality perceptions have a positive effect on brand preference and attitudinal loyalty. ▶ In full service casual restaurants brand preference has a positive impact on attitudinal loyalty. ▶ In full service casual restaurants attitudinal loyalty has a positive influence on positive word-of-mouth (W-O-M) communication. ▶ In full service casual restaurants brand preference has a direct link to word-of-mouth behavior.