The principle of congruity implies that communicators can use their good image to reduce some negative feelings toward a brand but in the process might lose some esteem with the audience.

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The principle of congruity suggests that when a communicator has a positive image and promotes a brand, it can reduce negative feelings toward the brand. However, this may also result in some loss of esteem with the audience, as they may perceive the communicator as being biased or self-serving.

The Principle of Congruity Implies That Communicators Can Use Their