Healthy brands: establishing brand credibility, commitment and connection among consumers

Abstract

Purpose With a segment of consumers growing more health conscious, food manufacturers are feeding consumers' desire for more healthy products by “reformulating” their products to create healthier versions as well as positioning complete product lines as “healthier alternatives.” The present research aims to examine variables crucial in the brand‐building process for brands that are perceived as “healthy.” Design/methodology/approach A conceptual model with a theoretical basis in the branding literature is developed and tested on consumers using structural equation modeling. Findings Results indicate that brand credibility, commitment and connection are essential in developing branding strategies for “healthy brands.” A credible brand minimizes risk and increases consumer confidence. When consumers believe that a brand is credible and repeatedly purchase it, a commitment to the brand can develop. Finally, the brand can imbue such meaning that the consumer uses the brand to help construct and cultivate a desired self‐image or self‐concept. Original/value This research provides important implications for developing effective brand management systems for healthy brands.