Conveniently healthy : the impact of health endorsements on brand trust, brand loyalty and brand equity in fast moving consumer goods convenience versus shopping goods

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dc.contributor.authorBotha, Elsamarien_ZA
dc.contributor.authorCreaven, Georginaen_ZA
dc.contributor.authorMandy, Jennaen_ZA
dc.date.accessioned2020-04-21T14:56:11Z
dc.date.available2020-04-21T14:56:11Z
dc.date.issued2020-04-06
dc.descriptionCITATION: 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.
dc.descriptionThe original publication is available at https://sajbm.org
dc.description.abstractPurpose: 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.en_ZA
dc.description.sponsorshipNational Research Foundation
dc.description.urihttps://sajbm.org/index.php/sajbm/article/view/1535
dc.description.versionPublisher's version
dc.format.extent9 pages
dc.identifier.citationBotha, 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.
dc.identifier.issn2078-5976 (online)
dc.identifier.issn2078-5585 (print)
dc.identifier.otherdoi:10.4102/sajbm.v51i1.1535
dc.identifier.urihttp://hdl.handle.net/10019.1/107716
dc.language.isoen_ZAen_ZA
dc.publisherAOSIS
dc.rights.holderAuthors retain copyright
dc.subjectFast moving consumer goodsen_ZA
dc.subjectConsumer goodsen_ZA
dc.subjectBrand name productsen_ZA
dc.subjectConsumer behavioren_ZA
dc.subjectBrand loyaltyen_ZA
dc.subjectBranding (Marketing)en_ZA
dc.titleConveniently healthy : the impact of health endorsements on brand trust, brand loyalty and brand equity in fast moving consumer goods convenience versus shopping goodsen_ZA
dc.typeArticleen_ZA
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