The Effect of Brand-issue Fit on a Corporate Health-promotion Campaign
Hanyoung Kim (Grady PhD student) and Jooyoung Kim. “The Effect of Brand-issue Fit on a Corporate Health-promotion Campaign: Elaborational and Relational Advertising Strategies,” Accepted for Presentation at the 2017 American Academy of Advertising Conference, Boston, MA.
Abstract: This study investigated the effect of perceived brand-issue fit on consumer responses to a health-promotion campaign, and advertising message strategy effects (elaborational vs. relational) on consumer responses under high and low brand-issue fit conditions. Results indicated that a campaign with high brand-issue fit, compared to a campaign with low brand-issue fit, elicited more favorable consumer responses to the campaign. Also, an elaborational advertising message (i.e., focusing on the merits of healthy activity) was more effective than a relational message (i.e., addressing connections between brands and health issues) under the low-fit condition. Theoretical and practical implications as well as limitations are discussed.
Abstract: This study examined the relationships between endorser type (celebrities, regular people, products only) on e-cigarette Instagram brand pages, identification, source credibility, attention to social comparison, health consciousness, and SNS use, on attitudes towards e-cigarettes and e-cigarette smoking intentions. Results of a between-subjects experiment revealed that celebrity endorsers resulted in significantly more positive attitudes towards […]
Abstract: consumers usually see cosmeceuticals (cosmetics+pharmaceuticals) as an ambiguous object and have ambivalent attitudes due to product benefits (positive) and potential side effects (negative), this study examines the interplay between regulatory focus and advertising claims in determining attitude change and purchase intentions toward cosmeceutical sunscreen products. The findings suggest that promotion-focused consumers respond more favorably […]
Jhih-Syuan (Elaine) LinJooyoung KimJuan MengHanyoung Kim