The effect of brand-issue fit on a corporate health-promotion campaign
MetadataShow full item record
Although health issue promotion is becoming an increasingly popular marketing practice across various business areas, the role of fit between a sponsoring brand and the featured health issue in a successful corporate health-promotion campaign remains unclear. The current study investigated the effect of brand-issue fit on consumer responses to a health-promotion campaign and the moderating role of consumer involvement in the featured health issue. This study also examined the effects of advertising message strategies (elaborational vs. relational) on consumer responses under high and low brand-issue fit conditions. Results indicate that a campaign with high brand-issue fit, compared to a campaign with low brand-issue fit, elicited more favorable consumer attitude toward the ad, campaign, brand, and health issue. Results further show that intention to maintain a healthy diet was positively affected by brand-issue fit with an interaction of issue involvement, and an elaborational advertising message strategy (i.e., focuses on the merits of healthy activity) was found to be more effective than a relational strategy under the low-fit condition. Theoretical and practical implications of the findings are discussed. INDEX WORDS: Health-promotion marketing; Behavioral intention; Brand attitude; Elaboration likelihood model; Issue involvement.