Conveniently healthy : the impact of health endorsements on brand trust, brand loyalty and brand equity in fast moving consumer goods convenience versus shopping goods
Date
2020-04-06
Journal Title
Journal ISSN
Volume Title
Publisher
AOSIS
Abstract
Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn’t considered might be inaccurate.
Design/methodology/approach: An experimental research design was used to investigate the
effect of health endorsements on FMCG brand loyalty, brand trust and brand equity of both
convenience and shopping goods for 160 shoppers.
Findings/results: The study found that when looking at the impact of health endorsements
overall, only brand trust was impacted. However, when distinguishing between product
categories, health endorsements did not impact the brand trust, brand equity or brand loyalty
of shopping goods, while having a great influence on those of convenience goods.
Practical implications: While most health endorsements are for shopping goods, these findings
present an opportunity for marketers, to make better use of health endorsements in their
packaging design. It presents an opportunity for health endorsers to target an untapped
market, and it presents a challenge to producers to design convenience products worthy of
health endorsements.
Originality/value: Studies considering the return on investment of health endorsements must
consider the product category, in order to decrease the likelihood of encountering misleading
results as the influence of health endorsements greatly differ between products.
Description
CITATION: Botha, E., Creaven, G. & Mandy, J. 2020. Conveniently healthy : the impact of health endorsements on brand trust, brand loyalty and brand equity in Fast Moving Consumer Goods convenience versus shopping goods. South African Journal of Business Management, 51(1):a1535, doi:10.4102/sajbm.v51i1.1535.
The original publication is available at https://sajbm.org
The original publication is available at https://sajbm.org
Keywords
Fast moving consumer goods, Consumer goods, Brand name products, Consumer behavior, Brand loyalty, Branding (Marketing)
Citation
Botha, E., Creaven, G. & Mandy, J. 2020. Conveniently healthy : the impact of health endorsements on brand trust, brand loyalty and brand equity in Fast Moving Consumer Goods convenience versus shopping goods. South African Journal of Business Management, 51(1):a1535, doi:10.4102/sajbm.v51i1.1535.