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Please use this identifier to cite or link to this item: https://ptsldigital.ukm.my/jspui/handle/123456789/578302
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dc.contributor.authorSudipta Kumar Jana
dc.contributor.authorJyoti Ranjan Das
dc.date.accessioned2023-11-06T03:00:06Z-
dc.date.available2023-11-06T03:00:06Z-
dc.date.issued2017-06
dc.identifier.issn0128-7702
dc.identifier.otherukmvital:115819
dc.identifier.urihttps://ptsldigital.ukm.my/jspui/handle/123456789/578302-
dc.descriptionBrand personality congruence is a concept not widely studied. The present study corrects this lack of knowledge of brand personality congruence by studying it via a service brand like KFC in the Quick Service Restaurant industry. Data were collected in two phases, first for a pilot study from a student sample with exploratory factor analysis applied to the data. Subsequently, data were collected from 473 KFC customers in the city of Bhubaneswar, India and tests like the confirmatory factor analysis and Structural Equation Modelling were applied to validate the conceptual model and estimate the path in the structural model. The findings of the study have practical implications for different service brands in the Quick Service Restaurant industry such as to design their products and services to match the personality of different target groups.
dc.language.isoen
dc.publisherUniversiti Putra Malaysia Press
dc.relation.haspartPertanika Journals
dc.relation.urihttp://www.pertanika.upm.edu.my/regular_issues.php?jtype=3&journal=JSSH-25-2-6
dc.rightsUKM
dc.subjectBrand personality congruence
dc.subjectConfirmatory factor analysis
dc.subjectMeasurement model Quick Service Restaurant
dc.subjectStructural Equation Modelling
dc.titleHow intimate are you with your preferred brand? - a study on brand personality congruence
dc.typeJournal Article
dc.format.volume25
dc.format.pages723-740
dc.format.issue2
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