Abstract

The brand user imagery congruence (Buic) is the coherence and similarity between the brand typical user image and consumer self-concept. This construct can positively influence attitudes and consumers' purchasing behavior. This work aims to test the effects of brand user imagery congruence related to a well-known brand and so much linked to the Italian context, the new Fiat 500. The results confirm the assumption, as the new Fiat 500 owners perceive higher levels of self-congruence and express more favorable attitudes towards the brand. The results also indicate a substantial crosssectional Buic effects. The research also confirms the strategic importance of creating a brand image in keeping with requirements of expression of target consumers, which is expressed primarily in a substantial advantage in terms of brand equity.