Figure 1
The diagram presents a conceptual model exploring consumer behaviour in relation to Easter themed products. At the top left, product type, defined as Easter products versus Easter incongruent products, connects downward to promotional display, defined as Easter versus special displays. From product type, two dashed arrows extend to religious identity at the top and to self continuity in the centre. A solid arrow links self continuity to patronage intention positioned at the bottom right. Additional arrows indicate directional influences between religious identity, self continuity, and patronage intention. The layout shows hierarchical and interconnected relationships among the five constructs.Conceptual model
Source: Authors’ own work