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                          (Moderating Variables: Hofstede’s Cultural Dimensions)
                                 (Power Distance, Individualism vs. Collectivism, 
                                 Masculinity vs. Femininity, Uncertainty Avoidance, 
                                 Long-Term vs. Short-Term Orientation, Indulgence vs. Restraint)
                                                _______
                                               |       |
                                               |       |
                                               |       |
      __________         __________         __________         __________
     |          |       |          |       |          |       |          |
     | Self-    |       | Brand    |       | Self-    |       | Purchase |
     | Concept  | ----> | Image    | ----> | Image    | ----> | Intention|
     |__________|       |__________|       |Congruence|       |__________|
                                               |       |
                                               |       |
                                               |_______|
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