... and one field study explore the effects of religious brand name priming on brand morality perceptions and self-brand connection, and the downstream consequences on consumer responses including brand attitude, purchase intention and actual behavior. Findings Religious brand names prime brand morality...

...Stephanie Geiger-Oneto; Elizabeth A. Minton Purpose The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products. Design/methodology/approach The study uses three experimental studies to investigate this relationship...