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.

Jooyoung Kim 

Related Research


Where readers look, and what they miss

Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. […]

Bartosz WojdynskiCamila EspinaKate KeibJennifer MalsonHyejin BangYen-I Lee
read more
Image and framing effects on perceptions of self-efficacy and body satisfaction

Abstract: This study, in the context of encouraging participants to enroll in a company’s employee wellness program, uses gain-loss framing (Rothman & Salovey, 1997) and social comparison theory (Festinger, 1954) to examine the effects of messages on participant perceptions of self-efficacy for maintaining a healthy weight, consuming healthful foods and body satisfaction. A 2 (framing: […]

Maria Len-RíosYen-I Lee
read more