The image congruence hypothesis states that consumers should have favorable attitudes and purchase intentions toward brands perceived to be congruent with their self-image and relatively less favorable attitudes toward brands perceived to be incongruent with their self-image. If there is congruence between brand image and self-image, then thoughts about using the product and about how the product fits with self-image are significant predictors of brand and attitude. Alternatively, when advertising encourages consumers to think only about product quality, thoughts about using the product and about how the product fits with self-image have no effect on attitude [16]. The higher the level of trust in a brand, the more committed the customer is to it; similarly, the higher the level of customer commitment toward the brand and the higher price tolerance, which can generate brand loyalty [17].