“Interestingly, while both academics and marketing practitioners acknowledge the importance of brand personality, most academic work focuses on scale development and theoretical applications, and little work has been conducted in applying brand personality measurement to competitive and industry analysis,” the company said.
Zion & Zion used a seven-point scale for brand personality and asked guests to what extent each restaurant could be described as possessing the trait. For each respondent, who each rated a single restaurant, a score for personality dimension was calculated by averaging the value of the brand traits associated with that dimension.
Here were the results:
Chick-fil-a ranked highest in three of the five personal dimensions (sincerity, excitement, and competence). The brand was also second in sophistication. None of this is really surprising.
Inspire Brands’ Sonic Drive-In also performed well, grabbing third-place results in sincerity and excitement and fourth in competency. Dairy Queen finished second in sincerity, seventh in excitement, sixth in competency, and fourth in sophistication.
Something to keep in mind: Zion & Zion calculated 90 percent confidence intervals for each brand’s personality dimension. So when looking at the graphs, you can use the error bars to determine whether a chain’s ranking on a given personality dimension was within the margin of error of another restaurant’s score on the same dimension.
For example, in this below graph, it shows the level of Chick-fil-A’s sincerity perceived by respondents who were at least somewhat familiar with the brand (this was a question asked beforehand as well. Anybody who scored below a 5 on a 1–7 scale was left out).
The error bars can then be interpreted using the following: There is a 90 percent chance that the actual value of Chick-fil-A’s sincerity in the general population falls between 4.9 and 5.3.