TY - JOUR
T1 - The Effect of Brand–Health Issue Fit on Fast-Food Health-Marketing Initiatives
AU - Kim, Hanyoung
AU - Kim, Jooyoung
N1 - Publisher Copyright:
© 2019, © 2019 American Academy of Advertising.
PY - 2020/1/2
Y1 - 2020/1/2
N2 - Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand–health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with high brand–issue fit, compared to one with low brand–issue fit, elicited more favorable consumer responses. In addition, this study tested two different advertising message strategies (i.e., health issue-focused vs. brand-focused) under high and low brand–health issue fit conditions. In line with the predictions of categorization theory, the health issue-focused advertising message was more effective than the brand-focused advertising message under the low fit condition. The findings have theoretical and managerial implications and can help practitioners develop better marketing and advertising strategies for fast-food health-marketing initiatives.
AB - Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand–health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with high brand–issue fit, compared to one with low brand–issue fit, elicited more favorable consumer responses. In addition, this study tested two different advertising message strategies (i.e., health issue-focused vs. brand-focused) under high and low brand–health issue fit conditions. In line with the predictions of categorization theory, the health issue-focused advertising message was more effective than the brand-focused advertising message under the low fit condition. The findings have theoretical and managerial implications and can help practitioners develop better marketing and advertising strategies for fast-food health-marketing initiatives.
UR - http://www.scopus.com/inward/record.url?scp=85063128230&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85063128230&partnerID=8YFLogxK
U2 - 10.1080/10641734.2018.1563572
DO - 10.1080/10641734.2018.1563572
M3 - Article
AN - SCOPUS:85063128230
SN - 1064-1734
VL - 41
SP - 54
EP - 70
JO - Journal of Current Issues and Research in Advertising
JF - Journal of Current Issues and Research in Advertising
IS - 1
ER -