TY  - JOUR
T1  - Study the Relationship Between Self-Congruity and Functional Congruity on
Brand Loyalty (Case Study of Customers of Sanandaj City’s Restaurants)
AU - Samadi, Mahin AU - Irandoost, Mansour 
JO  - International Business Management
VL  - 10
IS  - 29
SP  - 6693
EP  - 6700
PY  - 2016
DA  - 2001/08/19
SN  - 1993-5250
DO  - ibm.2016.6693.6700
UR  - https://makhillpublications.co/view-article.php?doi=ibm.2016.6693.6700
KW  - Self-congruity
KW  -functional congruity
KW  -brand loyalty
KW  -Sanandaj city’s restaurants
KW  -sampling method
AB  - 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.
ER  -