Do Consumers Trust Healthy Menu Advertising from Fast Food Brands? Influence of Brand and Consumer-related Factors

Accepted for presentation at the Global Marketing Conference, Nov. 5-8, 2020, Soul, Republic of Korea.

Abstract: Using the health halo effect as the theoretical framework, this research examined the influence of health consciousness, brand commitment, and perceived brand healthiness on consumer perceptions of healthy benefit, unhealthy risk, taste, and ad-trust following exposure to fast food restaurant advertisements featuring healthy food choices.

Jung Min Hahm  Emeritus and Retired Faculty 

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