| Relation type | Consistency of brand image | Purchase intention M (SD) |
| Shared relationship | Giver-congruence | 5.25 (1.29) |
| Receiver-congruence | 2.97 (1.22) | |
| Exchanged relationship | Giver-congruence | 3.24 (1.28) |
| Receiver-congruence | 4.87 (1.02) |