Some noteworthy findings of the Zion & Zion study are as follows:
- CFA reveals that the Brand Personality Appeal three-factor framework is remarkably valid for measuring QSR brand personalities.
- Multiple regression analysis indicates that Clarity and Originality together explain 75.8% of Favorability.
- Clarity is more than twice as impactful on a brand's Favorability than is Originality. This suggests that while differentiation is important, restaurant chains should consider spending more time on ensuring that consumers have a clear understanding of their brand.
The full research report is available here: Validating the Brand Personality Appeal Framework in a QSR Context: Multiple Regression and Confirmatory Factor Analysis
This Zion & Zion research study was based on a nationwide survey of 4,363 adults. Authors of the study are Aric Zion, MS and Thomas Hollmann, MBA, PhD.
About Zion & Zion
Based in Tempe, Ariz., Zion & Zion is a full-service national marketing firm specializing in marketing strategy, advertising, public relations, social media and interactive services. The work of the Zion & Zion team includes local, national and international brands, including Aristocrat Technologies, ARS/Rescue Rooter, Bank 34, Barro's Pizza, BD (Becton Dickinson), Bill & Melinda Gates Foundation, Casino Del Sol, Phoenix Raceway, Phoenix Suns, Sun Health, University of Arizona and Walmart. Learn more at www.zionandzion.com, follow @ZIONandZION on Twitter, follow Zion & Zion on LinkedIn, and like ZIONandZIONAgency on Facebook.
SOURCE Zion & Zion
![](https://rt.prnewswire.com/rt.gif?NewsItemId=LA13437&Transmission_Id=202009020922PR_NEWS_USPR_____LA13437&DateId=20200902)
Related Links
http://www.zionandzion.com
Share this article