Customer’s emotions play the dominant role in explaining satisfaction, trust, and customer loyalty. Although some research has suggested that brand personality evokes consumer’s emotions (Biel, 1993), increases levels of trust and loyalty (Fournier, 1994), and increases consumer preference and usage (Sirgy, 1982), they did not find mediating roles between brand personality and brand loyalty. However, this study suggests that perceived customer emotions seem to be essential issues in a service context, especially in the restaurant industry.

Results supported the finding that customer’s perceived positive brand personality increased the degree of “liking.” In turn, results indicate a positive intention or commitment to repurchase a particular brand. Therefore, this study emphasizes the importance of measuring brand personality as perceived by brand-loyal customers and provides a better understanding of their repurchasing behaviors in the restaurant industry.

Also, this research confirms five brand personality dimensions in the restaurant industry—sincerity, excitement, competence, sophistication, and ruggedness—However, this research suggests that the components of restaurant brand personality differ from those of J. L. Aaker’s (1997) brand personality.

In addition, selective target marketing should be carefully considered in light of the restaurant’s own brand personality. Because restaurant services are characterized by intangibility, creating and maintaining a consistent brand personality with overall images of a prime target market is crucial. This is especially true for the upscale market segment, where customers purchase not only the products but also the symbols of luxury, pride, and status.

Thus, advertising should be carefully developed based on the results of this research. If the target market indicates that the major personality is up-to-date, the restaurant advertising manager should develop advertising that features a modernized layout involving furnishings, colors, and logo. The implications of this study are not limited to advertising. The décor, architecture, and appearance of personnel issues also may increase the degree of customer satisfaction by providing a consistent image for a target market.