Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?

Carrete, Lorena; Arroyo, Pilar; Centeno, Edgar

doi:10.7819/rbgn.v0i0.3905

Cited by 2 publications

(1 citation statement)

References 29 publications

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“…To a certain extent, environmental perception reflects the assessment of individual threat to environmental degradation [1]. According to the theory of protection motivation, individuals who think that events are harmful and that they can deal with threats are more likely to take protective actions [3] [15] [19].…”

Section: Perception As a Transmission Mechanism: The Mediating Role O...mentioning

confidence: 99%

Investigating The “Crowding-Out” Effect of Religious Beliefs on Individuals’ Pro-Environmental Behaviors: A Dual-Pathway Model

Liang¹,

Chen²,

Zhong³

et al. 2023

Atlantis Highlights in Computer Sciences

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This study constructs a theoretical model to explain the relationship between religious belief, environmental perception, network use and individual pro-environmental behavior. The largest comprehensive social survey data in China provides empirical support for our theoretical model. Our empirical results indicate that individual religious belief is negatively related to their pro-environmental behavior in which individual environmental perception and network use play a partial mediating role. Besides, our model explains whether and why religious beliefs exist in individuals' pro-environmental behaviors, which contributes to both theory and practice.

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Section: Perception As a Transmission Mechanism: The Mediating Role O...mentioning

confidence: 99%

Investigating The “Crowding-Out” Effect of Religious Beliefs on Individuals’ Pro-Environmental Behaviors: A Dual-Pathway Model

Liang¹,

Chen²,

Zhong³

et al. 2023

Atlantis Highlights in Computer Sciences

View full text Add to dashboard Cite

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Is this Truly Healthy? Consumer's Trust in a Healthy Product Extension in Traditionally Unhealthy Products

Setyawan

Maulana

Kusumawati

et al. 2023

Wseas Transactions on Business and Economics

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Global health awareness trend has been increasing even before the pandemic. Companies jump on this bandwagon by introducing a healthier product line or extension. Problems arise when the parent brand is widely perceived as unhealthy, as it may hinder the process of building trust in the new brand. This research examined how brand trust of a healthy brand extension mediates the relationship between perceived competence and benevolence on customer loyalty. Structural Equation Modelling was employed in answering this question, involving a survey on respondents’ attitudes toward a recently-launched healthy instant noodle. The study found that brand trust mediates the relationship between perceived competence and benevolence and brand loyalty. Therefore, this study found that it is advisable to introduce a newer product line to form trust instead of relying on brand extension when the public's attitudes towards the original brand are too strong.

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Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?

Cited by 2 publications

References 29 publications

Investigating The “Crowding-Out” Effect of Religious Beliefs on Individuals’ Pro-Environmental Behaviors: A Dual-Pathway Model

Investigating The “Crowding-Out” Effect of Religious Beliefs on Individuals’ Pro-Environmental Behaviors: A Dual-Pathway Model

Is this Truly Healthy? Consumer's Trust in a Healthy Product Extension in Traditionally Unhealthy Products

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