Summary of hypotheses and results
| Hypothesis number | Hypothesis | Result description | Supported? |
|---|---|---|---|
| H1 | Religious (nonreligious) brand names will prime heightened (weakened) brand morality perceptions for consumers with more religiosity | More religious consumers reported significantly higher brand morality perceptions when exposed to religious brand names | Yes |
| H2 | Religious (nonreligious) brand names will prime heightened (weakened) brand morality perceptions for consumers with more (less) religiosity and subsequently strengthen (weaken) self-brand connection, resulting in positive downstream consequences on consumer responses | Brand morality perceptions were heightened for consumers with more religiosity when exposed to religious brand names, strengthening self-brand connection and subsequent brand attitude, purchase intention and actual behavior, while consumers with less religiosity showed weakened responses | Yes |
| H3 | Religious (nonreligious) brand names will prime heightened (weakened) brand morality perceptions for consumers with more (less) religiosity and subsequently weaken self-brand connection when consumers place low importance on moral self-identity | Low moral self-identity attenuated the effect of religious brand names on self-brand connection | Yes |
| Hypothesis number | Hypothesis | Result description | Supported? |
|---|---|---|---|
| Religious (nonreligious) brand names will prime heightened (weakened) brand morality perceptions for consumers with more religiosity | More religious consumers reported significantly higher brand morality perceptions when exposed to religious brand names | Yes | |
| Religious (nonreligious) brand names will prime heightened (weakened) brand morality perceptions for consumers with more (less) religiosity and subsequently strengthen (weaken) self-brand connection, resulting in positive downstream consequences on consumer responses | Brand morality perceptions were heightened for consumers with more religiosity when exposed to religious brand names, strengthening self-brand connection and subsequent brand attitude, purchase intention and actual behavior, while consumers with less religiosity showed weakened responses | Yes | |
| Religious (nonreligious) brand names will prime heightened (weakened) brand morality perceptions for consumers with more (less) religiosity and subsequently weaken self-brand connection when consumers place low importance on moral self-identity | Low moral self-identity attenuated the effect of religious brand names on self-brand connection | Yes |