Abstract
The purpose of this study is to assess the degree of health consciousness and customer based brand equity, and this study aims to consider further the impact of health consciousness on customer based brand equity by using the health belief model theory and brand value concept in the carbonated soft drink industry in Sri Lanka. A total of 338 usable data were collected from undergraduate students at universities in Sri Lanka. In analyzing the empirical data one sample t-test and simple linear regression analysis were used. The results show that the degree of health consciousness and customer based brand equity are in low level and moderate level, respectively, whilst health consciousness has significant positive impact on customer based brand equity. The findings of this study regarding the levels of health consciousness and customer based brand equity and the impact of health consciousness on customer based brand equity have important implications for marketing managers in the carbonated soft drink industry in Sri Lanka.
Highlights
Food and beverage industry is one of the vital industries and largest contributors to the world and Sri Lankan economy (Gehlhar & Rrgmi, 2005; Peiris, 2014)
Even though the carbonated soft drink industry is the important sector in the soft drink industry, there are, few published studies in the Sri Lankan context related to carbonated soft drink industry, especially among the educated youth generation, and this is the main intention for conducting this empirical study mainly in this sector
Carbonated soft drink industry one of the significant and growing industries across the world and Sri Lanka, nowadays consumers are highly concerned about their health, which is related to the consumption of carbonated soft drinks, since carbonated soft drinks generally contain a high amount of refined sugar and they have high calorie content (Hu & Malik, 2010; as Lőrinczi, Bács, & Nagy, 2009 cites Minnesota Department of Health, 2005)
Summary
Food and beverage industry is one of the vital industries and largest contributors to the world and Sri Lankan economy (Gehlhar & Rrgmi, 2005; Peiris, 2014). Even though the carbonated soft drink industry is the important sector in the soft drink industry, there are, few published studies in the Sri Lankan context related to carbonated soft drink industry, especially among the educated youth generation, and this is the main intention for conducting this empirical study mainly in this sector. Carbonated soft drink industry one of the significant and growing industries across the world and Sri Lanka, nowadays consumers are highly concerned about their health, which is related to the consumption of carbonated soft drinks, since carbonated soft drinks generally contain a high amount of refined sugar and they have high calorie content (Hu & Malik, 2010; as Lőrinczi, Bács, & Nagy, 2009 cites Minnesota Department of Health, 2005). The consumption of carbonated soft drinks has a harmful dietary effect, and the HC of the consumers towards the consumption of carbonated soft drinks have been increased (Lőrinczi et al, 2009), but what is the degree of youth educated consumers’ HC in the carbonated soft drink industry in Sri Lanka? Previous published researches do not answer this question in the Sri Lankan context
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
