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The Effect of Brand-Health Issue Fit on Fast-Food Health-Marketing Initiatives Hanyoung Kim and Jooyoung Kim

Abstract: Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand-health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with […]

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