Botha, Elsamari; Creaven, Georgina; Mandy, Jenna - In: South African journal of business management 51 (2020) 1, pp. 1-9
Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in … design was used to investigate the effect of health endorsements on FMCG brand loyalty, brand trust and brand equity of both … endorsements overall, only brand trust was impacted. However, when distinguishing between product categories, health endorsements …