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.
Highlights
Branding in the Fast Moving Consumer Goods (FMCG) industry has been a major focus of research over the past few decades, as better understanding of brands enables firms to differentiate their products in a highly competitive market (Celen, Erdogan, & Taymaz, 2005; Gonzalez, 2009; Nijssen, 1999)
1 was to establish whether products with health endorsements have a higher level of brand trust, brand loyalty and brand equity than products that do not have health endorsements among the selected target market
The aim of this study was to establish whether health endorsements of food products have a positive effect on brands
Summary
Branding in the Fast Moving Consumer Goods (FMCG) industry has been a major focus of research over the past few decades, as better understanding of brands enables firms to differentiate their products in a highly competitive market (Celen, Erdogan, & Taymaz, 2005; Gonzalez, 2009; Nijssen, 1999). In a market where consumers are spoilt for choice, companies use what they can to differentiate their brands. One such strategy is to get health endorsements for their products. Health endorsements are a form of differentiation for firms and can be used as a marketing tool (Graham, Harker, Harker, & Tuck, 1994; Young & Swinburn, 2002). Investigate health claims made by the brands themselves, as opposed to independent agencies. While an increasing number of studies investigate the impact of celebrity endorsements As an increasing number of products become endorsed, its effect, and whether this effect holds across different product categories, is unclear: do health endorsements influence shopping versus convenience goods differently? As an increasing number of products become endorsed, its effect, and whether this effect holds across different product categories, is unclear: do health endorsements influence shopping versus convenience goods differently? In Holton’s (1958) classic definition of types of goods, shopping goods are defined as http://www.sajbm.org
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