The purpose of this study is to investigate whether the congruence between brand personality and self-image gives the positive impact on purchase intention and the self-monitoring and product type have the moderating role. Prediction is that for consumers with high level of self-monitoring compared to those with low level of self-monitoring the brand-self congruence will give the stronger impact on purchase intention. Also we predict that for symbolic product compared to funtional product the brand-self congruence will give the stronger impact on purchase intention. Empirical results support our predictions. We find that the high level of congruence between brand personality and self-image affects purchase intention more strongly compared to the low level of brand-self congruence This study also finds the moderating effect of self-monitoring and product type. The effect of the level of congruence between brand personality and self-image on the purchase intention is stronger for consumers with high level of self-monitoring than for those with low level of self-monitoring. Its implication is that consumers with high level of self-monitoring use brand personality in the social context to deliver their own self-image to others. As we predict, for symbolic product the congruence between brand personality and self-image affects purchase intention strongly. Interestingly for funtional product the high level of congruence between brand personality and self-image gives the positive impact on purchase intention. This empirical result contradicts conventional belief of marketers which is that for funtional product the brand-self congruence would not affect brand attitude and purchase intention significantly.