Importance of Actual and Real Self- Congruency in influencing Purchase Intention: The mediating role of Brand Passion

The main objective of the present study is to understand the industry dynamics of Bakery sector in Pakistan. The present study investigates the relationship between Self-Congruence and Purchase Intention of bakery consumers with Brand Passion acting as a mediator. Data was gathered from more than 200 individuals in Islamabad, Rawalpindi, and Lahore as part of the methodology. The survey participants were provided with questionnaires for collecting data and responses were evaluated using Smart PLS software. The study results indicate that Self-Congruence has a major impact on Purchase Intention of bakery consumers in Pakistan with Brand Passion mediating the relationship between Self-Congruence and Purchase Intention. Tehzeeb, Layers, Fresh Co, and Bakeman are four well-known bakery brands investigated in the present research. These bakery brands have branches in cities of Lahore, Rawalpindi, and Islamabad. The key limitations of the research are its focus on particular sector and geographical area. Marketers and brand managers in the bakery sector may find great value in findings of this study as it offers a valuable perspective to use Self-Congruence and Brand Passion to build strong brand connections and improve Purchase Intentions.