This study attempts to apply the theory of image congruity to the context of brand name coffeehouse. The purpose of this stuy is to examine the effects of self-congruity and functional congruity on consumer attitude and repurchase intention. This study also aims to investigate moderator effects of gender and age on attitude toward brand coffeehouses to understand consumer decision-making, depending on market segments. Results confirm that higher degrees of self-image congruity toward a coffeehouse directly influence a positive attitude toward the store—thus, affect high intention to repurchase. However, moderator effects of gender and age on consumer attitude and behaviors were not found. In the brand coffeehouse industry, establishing a uniform marketing strategy will be more efficient to promote their stores. On the other hand, marketers need to focus on improving store image to meet the image of their target customers.