Purpose: The purpose of this paper is to understand how congruence influences product evaluations in an international Latin culture context, as moderated by the public vs private nature of the product and user-image vs product-personality congruence. Design/methodology/approach: Participants...

Purpose: The purpose of this paper is to explore the role of religion, morality and mindset in influencing perceptions of luxury products. Design/methodology/approach: The study uses three experimental studies to investigate this relationship. Findings: Study 1 shows that religiosity influences...