Authors : Mahin Samadi and Mansour Irandoost
Abstract: In this study the relationship between self-congruity and functional congruity on brand loyalty has been investigated. After studying the theoretical fundamentals and research background, the relationship between two factors of self-congruity and functional congruity on the factor of brand loyalty is analyzed. According to purpose this research is based on applied research and according to nature it is descriptive metrical and is correlational. Questionnaires were distributed using the availability sampling method. The statistical society of the research is the customers of Sanandaj city’s restaurants. Calculating with Cochran sample size formula, the sample size is 267 individuals. It has to be said that analyzing the collected data was performed with structural equation modeling and confirmatory factor analysis. The research results indicate that there is a meaningful relation between self-congruity and functional congruity on brand loyalty. Findings of this research can be to improve the relationship between self-congruity and functional congruity on brand loyalty of organizations and manufacturing and service industries.
Mahin Samadi and Mansour Irandoost, 2016. Study the Relationship Between Self-Congruity and Functional Congruity on Brand Loyalty (Case Study of Customers of Sanandaj City’s Restaurants). International Business Management, 10: 6693-6700.