“…Functional congruity is the "assessment of the brand by focusing on the extent to which functional attributes of the brand matches the consumer's ideal or desired performance specifications" (Kressmann et al, 2006, p. 957). Based on sport participation motivation scales, some functional expectations from event participation may be a level of fun or enjoyment, the ability to compete, socialization opportunities, health outcomes, and achievement to name a few Masters et al, 1993;McDonald et al, 2002;Ogles & Masters, 2000;Rice, in press;Ridinger et al, 2012;Scanlan et al, 2003;Summers et al, 1982;. In their study on automobile consumer brand loyalty, Kressmann et al (2006) found the direct effect from self-congruency to be equal to the predictive power of functional congruity.…”