This research aims to identify the relationship between self-image congruity and consumer purchase intentions with a moderating role of product conspicuousness in the context of a developing country. The purpose was to explore an interactive typology using self-image congruity as its locus and then identify the usefulness of this typology in predicting consumer purchase intentions in the context of district Swat Khyber-Pakhtunkhwa (KPK), Pakistan. Structural equation modelling was employed to investigate the connection between self-image congruity and variations in consumer purchase intention for two different types of products including highly conspicuous branded apparel and non-branded generic fabric with low conspicuousness. The findings revealed a significant and positive relationship between self-image congruity and consumer purchase intentions. Moreover, product consciousness moderates the relationship between self-image congruity and consumer purchase intentions. The study contributes to managerial practice as the results give useful insight on the relevance of symbolism and social approval traits in positioning the brand image that can guide in designing customized communications according to the self-image of their target market.

Keywords: Self-image Congruity Theory, Product Conspicuousness, Quantitative Study, Structural Equation Modeling.