Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Healthy brands: establishing brand credibility, commitment and connection among consumers

Healthy brands: establishing brand credibility, commitment and connection among consumers Purpose – With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand‐building process for brands that are perceived as “healthy.” Design/methodology/approach – A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling. Findings – Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self‐image or self‐concept. Original/value – This research provides important implications for developing effective brand management systems for healthy brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Healthy brands: establishing brand credibility, commitment and connection among consumers

Journal of Consumer Marketing , Volume 28 (6): 9 – Sep 13, 2011

Loading next page...
 
/lp/emerald-publishing/healthy-brands-establishing-brand-credibility-commitment-and-AY55CJpw2n

References (60)

Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363761111165949
Publisher site
See Article on Publisher Site

Abstract

Purpose – With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand‐building process for brands that are perceived as “healthy.” Design/methodology/approach – A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling. Findings – Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self‐image or self‐concept. Original/value – This research provides important implications for developing effective brand management systems for healthy brands.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Sep 13, 2011

Keywords: Brands; Credibility; Commitment; Connection; Healthy; Personal health

There are no references for this article.