저비용 항공사의 브랜드 개성 측정 동일성 분석
Testing Measurement Invariance of Brand Personality Using Multigroup CFA
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The importance of brand personality has been growing because of its effect on building long-term consumer-brand relationship. Despite the wide use of the brand personality instrument, its validity and measurement equivalence across different respondent subgroups(especially different cultures) has not been examined. This study tested different levels of invariance analysis on the brand personality construct using multigroup CFA in the context of Low Cost Carriers across gender and usage experience. Results showed that brand personality construct was invariance of configural loadings, factorial loadings, variance of latent variables, and variance of latent variables across gender. But, it was only invariance of configural loading across usage experience.
Abstract
The importance of brand personality has been growing because of its effect on building long-term consumer-brand relationship. Despite the wide use of the brand personality instrument, its validity and measurement equivalence across different respondent subgroups(especially different cultures) has not been examined. This study tested different levels of invariance analysis on the brand personality construct using multigroup CFA in the context of Low Cost Carriers across gender and usage experience. Results showed that brand personality construct was invariance of configural loadings, factorial loadings, variance of latent variables, and variance of latent variables across gender. But, it was only invariance of configural loading across usage experience.
참고문헌 (16)
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