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1-3 of 3
Keywords: Consumer brand congruence
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Journal Articles
Navigating brand activism: the role of brand betrayal and brand anthropomorphism in influencing consumer backlash
Available to Purchase
Journal of Product & Brand Management 1–13.
Published: 23 January 2026
... Brand activism Brand betrayal Anthropomorphism Political branding Brand communication Consumer brand congruence Political polarization and its consequences continue unabated in the USA . Polarization refers to a society divided into two ideological poles, with opinions coalescing around...
Journal Articles
Easter Eggs and Scotch Whiskey: the role of religious self- identity on (in)congruent holiday promotions
Open Access
Journal of Product & Brand Management (2025) 34 (8): 1211–1223.
Published: 16 September 2025
... of the CC BY 4.0 licence. Consumer brand congruence Self-concept congruity Self-continuity Religiosity Product placement Imagine a liquor store runs an Easter sale promotion. How might a devout Christian respond to this promotion? Easter, as a religious celebration, aligns...
Includes: Supplementary data
Journal Articles
A moderated mediation model of situational context and brand image for online purchases using eWOM
Available to Purchase
Journal of Product & Brand Management (2023) 32 (4): 661–672.
Published: 23 December 2022
... receiver consciousness and confidence (He and Bond, 2015). Online buying behaviour E-commerce Electronic word-of-mouth (eWOM) Consumer behaviour Brand image Consumer brand congruence Purchase situations Situational context The internet has fostered market space by becoming an essential...
