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.
he Impact of Social Distance and Message Framing on Young Adults’ Response to the Anti-vaping PSAs on Instagram: The Mediating Role of Psychological Reactance
Hahm, Jung Min (Grady Ph.D. Alum) & Han, Jeong-Yeob. (2023, March). “The Impact of Social Distance and Message Framing on Young Adults’ Response to the Anti-vaping PSAs on Instagram: The […]
The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising
Hye Jin Yoon, Yoon Joo Lee, Jinho Joo, and Youngjee Ko (Ph.D. candidate), “The Role of Corporate Social Responsibility Orientation in Green Demarketing Publicity & Advertising,” has been accepted for presentation […]
