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Self-congruency plays an important role in the context of mothers' shopping for children's clothing be-cause purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies(congruency between children's image perceived by their mothers and brand image, congruency betweenmothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brandimage) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers withchildren aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, re-liability analysis and multiple regression analysis were conducted. Self-brand image congruency variables havea different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influ-enced positively only when the perceived children's image coincides with brand image and when mothers'ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image cong-ruence negatively influence brand attitude. Further investigation indicates that there are different effects ofdimensions of self-congruency on brand attitude according to the characteristics of mothers and their child-ren. This study suggests that when there is purchaser-user inconsistency, different types of image congruencehas to be implemented to assess the impact on brand attitudes.Key words: Brand image, Self congruence, Brand attitude;  ,  ,

Effects of Brand-Self Image Congruence on Attitudes toward Children's Wear Brands -Focus on Children's Image, Actual Image and Ideal Image-