Abstract
This research investigates consumer decision making and brand commitment for brands promoted as “healthy.” The authors examine the relationship of brand familiarity to brand credibility, brand quality, purchase intentions, and brand commitment. The findings indicate that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relational in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment.
Notes
1With regard to the halo effect in the case of the product line of a specific brand, consumers may perceive a certain brand as “healthier” than competitive offerings. For example, Subway positions itself as a healthier alternative to fast foods. With such a health halo effect, consumers may believe that the majority of its offerings are “healthy” when, in actuality, they are not.
2With regard to the halo effect in the case of the product line of a specific brand, consumers may perceive a certain brand as “healthier” than competitive offerings. For example, Subway positions itself as a healthier alternative to fast foods. With such a health halo effect, consumers may believe that the majority of its offerings are “healthy” when, in actuality, they are not.