PERTANIKA JOURNAL OF SOCIAL SCIENCES AND HUMANITIES

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 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.