| Relation type | Consistency of brand image | Purchase intention M (SD) |
| Independent self | Giver-congruence | 4.64 (0.76) |
| Receiver-congruence | 3.59 (1.27) | |
| Interdependent self | Giver-congruence | 3.80 (1.28) |
| Receiver-congruence | 4.71 (1.49) |