Consumer Reactions to Retailer's Religious Affiliation: Roles of Belief Congruence, Religiosity, and Cue Strength

The use of religion as part of a marketing communication strategy can be a source of controversy (Karoub 2013; D.W. Miller 2012). This study investigates how consumers react to an online retailer's religious bioiliation using a belief congruence theory perspective (Rokeach and Rothman 1965). Two experiments are conducted: one that manipulates the religious bioiliation of an online retailer and one that manipulates the strength of the retailer's religious bioiliation. The study findings indicate that the effect of religious congruence between consumers and online retailers depends on the consumer's religiosity and the strength of the retailer's religious bioiliation.