This study confirmed that there were at least two levels of running involvement, which were categorized as running participants and enthusiastic runners. The majority of enthusiastic runners tended to consider running as a harmonious activity. Although runners who fell under the OER group also considered running to be an activity that was in harmony with other activities in their lives, they also exhibited an obsessive feeling towards running. The data validated that the dualistic theory of passion was also accurate when tested on the running population, with a couple of exceptions discussed in Chapter 4. The study concluded that Self-Image Congruence did not have a significant influence on runners’ purchase intentions for running apparel brands. However, Functional Congruity was considered to be important to runners, and was able to influence their likelihood of purchase intentions for running apparel brands. The findings suggested that runners considered their running apparel as equipment, and hence required their apparel products to meet their performance expectations. The survey data also suggested that most runners, regardless of their level of involvement, exhibit brand loyalty behavior toward running shoes, but not toward running tops or bottoms. However, when considering only running tops and bottoms, runners were more brand loyal to running bottoms. The results ultimately suggested 148 that runners would be more likely to switch brands when purchasing running apparel if they found that a certain product offered more appealing functional attributes.