... of this licence may be seen at Link to the terms of the CC BY 4.0 licence. Religion Priming Brand name Morality Self-congruity Self-brand connection Experiment Field study The authors thank Monash Business School, Monash University and The University of Sydney Business School, The University...

...Fazlul K. Rabbanee; Rajat Roy; Mark T. Spence Purpose This paper aims to examine a chain of relationships running from self-congruity with a brand – that can stem from the actual, ideal or social self – to brand attachment and from there to consumer engagement on social networking sites (SNS...

...Rajat Roy; Fazlul K. Rabbanee Purpose – This study aims to propose and test a parsimonious framework for self-congruity, albeit in the context of luxury branding. This paper is the first to propose an integrated model focusing on the drivers and consequences of self-congruity. The model...

...Temi Abimbola; Myfanwy Trueman; Oriol Iglesias; Fang Liu; Jianyao Li; Dick Mizerski; Huangting Soh Purpose This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity...