Mahin  Samadi, Mansour  Irandoost, 
    Study the Relationship Between Self-Congruity and Functional Congruity on
Brand Loyalty (Case Study of Customers of Sanandaj City’s Restaurants),
    International Business Management,
    Volume 10,Issue 29,
    2016,
    Pages 6693-6700,
    ISSN 1993-5250,
    ibm.2016.6693.6700,
    (https://makhillpublications.co/view-article.php?doi=ibm.2016.6693.6700)
    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.
    Keywords: Self-congruity;functional congruity;brand loyalty;Sanandaj city’s restaurants;sampling method