Healthy brands: establishing brand credibility, commitment and connection among consumers

Abstract

Purpose -With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by "reformulating" their products to create healthier versions as well as positioning complete product lines as "healthier alternatives." The present research aims to examine variables crucial in the brand-building process for brands that are perceived as "healthy." Design/methodology/approach -A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling.Findings -Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for "healthy brands." A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self-image or self-concept.Original/value -This research provides important implications for developing effective brand management systems for healthy brands.

The Effects of Brand Credibility on Customer's WOM Communication: The Moderator Role of Brand Commitment A Conceptual Paper

“…Also he found another study related to the general idea of brand credibility and brand commitment, but used different variables names, for example, study of John et al (2012), they found credibility of leadership had significantly effects on his/her commitment. Another study of Kemp et al (2011), found that brand credibility had positive effect on brand commitment through the mediating variable which is called purchase intention.…”

“…Marketing researchers have shown that WOM communication has an impact on consumer attitudes, consumer risk taking, short-term and long-term product judgments and purchase decisions and choice behavior. Kemp (2011) informed that decades of consumer research has shown Word-of-Mouth Communication (WOMC) to be a powerful influence on consumers' brand attitudes, judgments, and purchase intentions. It is generally more influential than advertising due to its higher credibility and more interactive nature.…”

“…The customer who define the concepts of commitment and attitude in the frame of behavioral and attitude commitment, they will have more resistant to change (Kishore et al, 2008). Kemp et al (2011) mentioned that brand commitment is an enduring desire to maintain a valued relationship (Moorman et al, 1992). It refers to the economic, emotional and psychological attachments that a consumer may have toward a brand (Evanschitzky et al, 2006).…”

Comprometimento E Intenção De Troca: Clientes E Marcas

“…Em sua maior parte, tais pesquisas tratavam de comprometimento organizacional (Meyer & Allen, 1984;Meyer & Allen,1997;Meyer & Herscovitch 2001;O'Reilly & Chatman 1986, Garbarino & Johnson, 1999Morgan & Hunt, 1994). Diversos estudos, no entanto, já abordaram o comprometimento entre consumidor e marcas (Kemp & Bui, 2011;Fullerton, 2003). Tal comprometimento pode ser traduzido como um desejo duradouro do consumidor em manter um relacionamento com uma marca (Moorman et al, 1992) e seria caracterizado por apegos econômicos, emocionais e psicológicos de consumidores e marcas (Evanschitzky et al, 2006).…”

Health Consciousness and Brand Equity in the Carbonated Soft Drink Industry in Sri Lanka

“…It is important to note that there is a growing segment of health conscious consumers across the world (Kemp & Bui, 2011). In fact, consumer's HC towards the consumption of soft drinks (especially carbonated soft drinks) is increased (Lőrinczi et al, 2009), since carbonated soft drinks consumption has a harmful dietary effect to the human body and it will lead to the risk of obesity, diabetes, cardiovascular disease, and fatty liver disease (e.g., Assy et al, 2008;Davis et al, 2005;Palmer, Boggs, Krishnan, Hu, Singer & Rosenberg, 2008).…”