Patriotic marketing in action: the impact of advertising-philanthropy congruence on brand love in Vietnam

This study investigates how the congruence between patriotism-themed advertising and a brand's philanthropic contribution influences consumers' attitudes and emotional attachment to the brand. Using a moderated mediation model, we conducted two studies in Vietnam: an online survey and a laboratory experiment. Results show that when patriotism-themed advertising aligns with a company's philanthropic actions supporting local community during COVID-19, it can strengthen national spirit among Vietnamese consumers, fostering positive attitudes and brand love. This research offers a new congruity perspective on patriotic marketing and provides insights applicable to Asia-Pacific markets where collectivism, nationalism, and patriotic sentiments shape consumer perceptions and decision-making.