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Restaurant Brand Personality Scale by Using Big Data: Restaurant Rating Service yelp.com in the USA

This study aimed at examining if Aaker’s brand personality scale can be appropriately used in measuring the restaurant brand personality in reality. The purpose of this study was to compare three types of restaurant brand personality scale by using Aaker's Original Brand Personality's Variance Explained, Original Brand Personality's Frequency on BigData, and WordNet extension Brand Personality's Frequency on BigData. BigData was collected from Restaurant Rating Service yelp.com in the US by Specific Web data mining crawler. Collected reviews were analyzed by Content analysis. This study used Trait of Aaker's Brand Personality developed in 1997 and attempted to extend it by using WordNet of Princeton University. Results found that original Brand Personality's Frequency on BigData was mainly biased by Sincerity and Excitement. However, WordNet extension Brand Personality's Frequency was balanced by Competence, Sophistication, and Ruggedness. WordNet extension Brand Personality's Frequency was almost similar with Original Brand Personality's Variance Explained.