Consumers are loving all-day breakfast at McDonald's.
The Golden Arches' recent advertisement campaign for all-day breakfast appears to be the catalyst for the chain's increased positive brand perception, the firm's research shows.
"In our best judgment, it would seem like those events are related and that's what would explain some of the recent sentiment improvement in McDonald's brand scores," Ted Marzilli, CEO of YouGov BrandIndex, told CNBC.
People who love breakfast at fast-food chains were clearly drawn to McDonald's big move. Among adults over the age of 18 who eat breakfast at a restaurant at least once a month, some 46 percent of them say they might eat at McD's for their next meal. That's up from 39 percent in July.