Self image congruence is based on the idea of a fit between how consumers see themselves in relation to a typical brand user's image, which in turn reflects a person-to-person fit.

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Self-image congruence theory suggests that consumers prefer brands with images that match their own self-concept, creating a perceived fit between the consumer's self-image and the brand user's image.

Self Image Congruence Is Based on the Idea of a Fit