EFFECTS OF BRAND PERSONALITY DIMENSIONS AND SELF-CONGRUITY ON REVISIT INTENTION: A STRUCTURAL EQUATION MODELING APPROACH

The study is aimed to test the structural relationship between brand personality dimensions, selfcongruity (i.e., actual and ideal self-congruity) revisit intention. Brand was conceptualised as a five-dimensional construct including sincerity, excitement, competence, sophistication, ruggedness. When Chinese outbound tourists perceived various traits of destination brand, it might influence their intentions Glasgow, UK. current proposed that self-congruity exerted mediating effects five dimensions Structural equation modelling applied confirming hypothesis testing. Findings suggested only two (sincerity excitement) had an indirect impact on intention through self-congruity. Furthermore, this contributed extant literature by partially theory in setting Glasgow tourism. Research findings are also beneficial marketing organisations (DMOs) efforts make attract more repeated tourists.