Purpose: The main objective of this paper is to determine influence of image congruencies on purchase intention in Lebanese market.
Methodology/design/approach: Face-to-face interview, using a structured questionnaire, with closed-ended questions were used. In Sum, 401 respondents participated in the survey. Several statistical tools were utilized such as multiple regressions and factor analysis.
Findings: The results indicate there is significant relationship between self -concept and purchase intention. As well as, satisfaction mediates the relationship between self -concept and purchase intention.
Practical implications: This paper is very significant for marketers at clothes sector and retail stores in formulating and implementing strategies to encourage consumer purchase behavior.
Originality: This paper provides useful insights in consumer behavior concerning purchase intention, by testing the factors that influence consumers toward clothes at retail groups within Lebanese context. The study can also be replicated in other countries.