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SOCIAL SCIENCES & HUMANITIES How Intimate are You with Your Preferred Brand?-A Study on Brand Personality Congruence
Pertanika J. Soc. Sci. & Hum
Brand 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 factorfatcat:qmodbxfaezgitkcw3ee6osixu4