... of this licence maybe seen at Link to the terms 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...

... theory in the proposed three-layered framework. Religiosity serves as a moderator within the framework. Design/methodology/approach Data are collected in Taipei, Taiwan, while quota sampling is applied, and 420 valid questionnaires are collected. The partial least squares technique is applied...

... consumption based on their self-identification, which in turn influences their religious brand preference. Religiosity has characterized and clarified ways of “understanding and living in the presence of the numinous” (Schneiders, 2000 , p. 7). This study adopts Dube and Wingfield’s definition...

... intrinsically religious individuals at different transgression levels (severe and mild) and punish them less than the latter. Design/methodology/approach This study adopts a 2 × 2 experimental design to manipulate corporate brand transgression levels (mild vs severe) and religiosity orientations...