The Power of Promoting Healthy Brands: Familiarity in Healthy Product Decision Making |
| |
Authors: | My Bui Elyria Kemp Mitchell Hamilton |
| |
Institution: | 1. Loyola Marymount University, Los Angeles, California, USA;2. University of New Orleans, New Orleans, Louisiana, USA |
| |
Abstract: | This research investigates consumer decision making and brand commitment for brands promoted as “healthy.” The authors examine the relationship of brand familiarity to brand credibility, brand quality, purchase intentions, and brand commitment. The findings indicate that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relational in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment. |
| |
Keywords: | brand commitment brand credibility brand familiarity brand quality health food health promotion healthy brands |
|
|