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Keywords: Self-concept congruity
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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
