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.
Mask-wearing as an Unspoken Statement of One’s Identity during the COVID-19 Pandemic
Abstract: Interpreting a facemask as an unspoken statement of one’s identity during the COVID-19 pandemic based on product symbolism theory, the present study examines the relationships among one’s trust in […]
Proposal Title: “Improving Infectious Disease Models with Longitudinal Surveys of Health Decision Making Preferences and Influences.”
Abstract: The objective of this project is to create more reliable infectious disease models that are informed by social science regarding health-related preferences, perceptions and intentions/behaviors. This project will design […]