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Conveniently healthy: The impact of health endorsements on brand trust, brand loyalty and brand equity in Fast Moving Consumer Goods convenience versus shopping goods

Article

posted by Research Admin 1 on 21 April 2020

This study investigates consumers' responses to fast moving consumable goods' branding, in order to assess the effect of health endorsements on brand equity, loyalty and trust.

This is an open access article and can be read in free full text at: https://sajbm.org/index.php/sajbm/article/view/1535/1518

Botha, E., Creaven, G. and Mandy, J. Conveniently healthy: The impact of health endorsements on brand trust, brand loyalty and brand equity in Fast Moving Consumer Goods convenience versus shopping goods. South African Journal of Business Management, Vol 51, No. 1 (2020)