| Id | 2005 | |
| Author | Özsomer A.; Güzel Z.M.; Newmeyer C.E.; Schmidt-Devlin E. | |
| Title | Can advertising enhance consumers' desirable COVID-19 health behavioral intentions? The role of brand-pandemic fit | |
| Reference | Özsomer A.; Güzel Z.M.; Newmeyer C.E.; Schmidt-Devlin E. Can advertising enhance consumers' desirable COVID-19 health behavioral intentions? The role of brand-pandemic fit,Journal of Consumer Behaviour 21 4 |
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| Link to article | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85124089288&doi=10.1002%2fcb.2024&partnerID=40&md5=7d15022277cb6151e0c2ececb0b294b3 |
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| Abstract | This article explores the fit between the advertised brand and the pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, and getting tested when exposed). In an advanced and emerging market setting we find that advertisements for brands that are perceived as high on brand-pandemic fit enhance consumers' socially desirable COVID-19 health behavioral intentions and changes in brand credibility is the mechanism that drives such intentions. Fit is especially beneficial on the intentions of consumers whose health beliefs reflect only low to moderate concern about COVID-19. Consumers with low or moderate (vs. high) COVID-19 health beliefs exhibit an increased susceptibility to the fit—desirable health behavioral intentions relationship. The results are also corroborated in an emerging market context. Together, the results establish links between brand-pandemic fit of advertisements, brand credibility, health beliefs, and consumers' intentions to engage in socially desirable health behaviors. The results suggest that advertising can play a role in encouraging desirable health behaviors and can promote consumer welfare via ads of high fit products and services that provide benefits during the pandemic in both advanced and emerging markets. © 2022 John Wiley & Sons Ltd. |
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Results:
Smaller Distance better similarity
| Id | View | Author | Title | Distance |
|---|---|---|---|---|
| 2021 |  |
Jiang M.; Yang J.; Joo E.; Kim T. | The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads | 84.5731 |
| 2395 | |
Hershberger P.J.; Pei Y.; Crawford T.N.; Neeley S.M.; Wischgoll T.; Patel D.B.; Vasoya M.M.; Castle A.; Mishra S.; Surapaneni L.; Pogaku A.A.; Bositty A.; Pavlack T. | An Interactive Game with Virtual Reality Immersion to Improve Cultural Sensitivity in Health Care | 111.247 |
| 2382 | |
Darban F.; Mir M.; Sabzevari S. | Training by multimedia messaging service method, a solution to improve knowledge, attitude, and performance of health workers: A quasi- experimental study | 111.955 |
| 2398 | |
Jia F.; Wang D.-D.; Li L. | The stochastic evolutionary game analysis of public prevention and control strategies in public health emergencies | 114.571 |
| 2761 | |
Askarizad R.; He J. | Post-pandemic urban design: The equilibrium between social distancing and social interactions within the built environment | 115.551 |
| 2483 | |
Dadaczynski K.; Tolks D.; Wrona K.J.; Mc Call T.; Fischer F. | The untapped potential of Games for Health in times of crises. A critical reflection | 115.649 |
| 3068 | |
Walsh L.; Hyett N.; Howley J.; Juniper N.; Li C.; Macleod-Smith B.; Rodier S.; Hill S. | Social Media as a Tool for Consumer Engagement in Hospital Quality Improvement and Service Design: Barriers and Enablers for Implementation | 117.012 |
| 2054 | |
Syed Sheriff R.J.; Vuorre M.; Riga E.; Przybylski A.K.; Adams H.; Harmer C.J.; Geddes J.R. | A co-produced online cultural experience compared to a typical museum website for mental health in people aged 16–24: A proof-of-principle randomised controlled trial | 119.616 |
| 2467 | |
Hazel J.; Kim H.M.; Every-Palmer S. | Exploring the possible mental health and wellbeing benefits of video games for adult players: A cross-sectional study | 121.145 |
| 2022 | |
Lou C.; Zhou X.; Huang X.; Qiu C.; Yuan M. | Fostering consumer engagement during an omnipresent victim crisis: understanding the role of values in pandemic-themed advertising | 124.067 |
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