exploring brand personality congruence - K-REx - Kansas State ...

List of Figures
Figure 2.1 Conceptual framework of brand personality congruence (BPC), satisfaction, trust,
and brand loyalty............................................................................................................. 25
Figure 3.1 Research design flowchart for Phase I ................................................................. 34
Figure 3.2 Modified Tailored Design Model......................................................................... 37
Figure 3.3 Phase I data analysis flowchart............................................................................. 38
Figure 3.4 Research design flowchart for Phase II.............................................................. 40
Figure 3.5 Phase II data analysis flowchart ......................................................................... 45
Figure 5.1 Conceptual framework of brand personality congruence (BPC), satisfaction, trust,
and brand loyalty in the casual dining industry .............................................................. 78
Figure 5.2 Second order CFA Model for Brand Personality Congruence............................. 90
Figure 5.3 Structural model testing for BPC, trust, satisfaction, and brand loyalty .............. 94
Figure 5.4 Structural model testing for BPC as a single-item global measurement.............. 97
Figure 5.5 Structural model testing for competing model (SAT TR)............................... 98
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