This study attempts to apply the theory of image congruity to the context of brand coffee shops. The purpose of this stuy is to examine the effects of self-congruity and functional congruity on customer attitude and repurchase intention. This study also aims to investigate moderator effects of customer experience on attitude toward brand coffee shops to understand customer decisionmaking. Results confirm that higher degrees of self-image congruity toward a coffee shop directly influence a positive attitude toward the store—thus, affect high intention to repurchase. However, moderator effects of prior experience on customer attitude and behaviors were not found. In the brand coffee shop industry, marketers need to focus on improving store image to meet the image of their target customers.