Assessing the fit of two brand personality scales in a Chinese context and revisiting the predictive validity of two methods of measuring self-congruity

摘要

Within the existing literature different brand personality scales (BPS) exist. In this article the authors compared two BPSs, namely the American BPS (USBPS) and the Japanese BPS (JPBPS), to measure the three brands' personality in a Chinese context. The authors used them to measure both brand personality and the respondents' own personality (human personality). It was found that USPBS yielded more satisfactory fit indices than JPBPS. In addition the authors compared the predictive validity of the traditional measure based on USBPS and the new measure of self-congruity, confirming the new measure's predictive validity over and beyond the traditional method.