Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?
Purpose – The objective of this paper was to explore which brandingstrategy (brand extension versus new brand) is most convenient forhealthy products, by taking into account the effect that the perceived fitbetween the nutritional attributes of the regular products of the parentbrand and the healthy...
| Autores: | , , |
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| Tipo de documento: | artigo |
| Estado: | Versão publicada |
| Data de publicação: | 2018 |
| País: | Brasil |
| Recursos: | Fundação Escola de Comércio Álvares Penteado (FECAP) |
| Repositório: | Revista Brasileira de Gestão de Negócios (Online) |
| Idioma: | inglês espanhol |
| OAI Identifier: | oai:ojs.emnuvens.com.br:article/3905 |
| Acesso em linha: | https://rbgn.fecap.br/RBGN/article/view/3905 |
| Access Level: | Acceso aberto |
| Palavra-chave: | brand extension health brands branding food Mexico. Extensión de marca marcas saludables gestión de marca alimentos México. |
| Resumo: | Purpose – The objective of this paper was to explore which brandingstrategy (brand extension versus new brand) is most convenient forhealthy products, by taking into account the effect that the perceived fitbetween the nutritional attributes of the regular products of the parentbrand and the healthy extensions have on the credibility of the latter.Design/methodology/approach – The required information wasobtained through personal interviews with 107 consumers residentin the metropolitan area of Mexico City. The type of study wasexploratory-descriptive and focused on the manufactured snacks thatare sold in Mexico.Findings – Reformulations of traditional snacks that are commercializedunder the name of the parent brand have low credibility with respect totheir nutritional value due to the high association between non-healthyattributes and the image of the parent brand. The snacks categorizedas healthy are products with well differentiated ingredients but withlow brand familiarity.Originality/value – The branding of healthy brands is an incipientarea of research in marketing, and thus this paper contributes to thetheoretical development of strategies for the commercialization ofthese brands. |
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