Effect of Brand Personality Congruence on Brand Loyalty in CCD Outlets – A Structural Equation Modelling Approach

Abstract

India is witnessing a rapid growth of urban population, increased disposable income and an increase in the youth population has created an ever increasing demand for fast food restaurant otherwise known as quick service retailing. Quick service retailing like Café Coffee Day (CCD)is one of the most important emerging sectors in India. In the modern era where different brands are offering the same benefits it is very difficult to differentiate different brands on their functional benefits. The present study aims at examining the effect brand personality congruence on brand loyalty and the mediating role of consumer brand relationship dimensions of partner quality and Interdependence. One well tested survey instrument was used to collect primary data by administering in different CCD outlets of Bhubaneswar city of India. Data were analyzed by using confirmatory factor analysis and structural equation modeling. The findings of the study have implications for the practioners to formulate their marketing strategies for organizational success and ultimately gain sustaining competitive advantage.

DOI: 10.5901/mjss.2015.v6n6s2p352