When does advertising which describes a new use for a product or service (extension advertising) help or harm or strength a brand’s equity among loyal consumers? This paper illustrates how products and services with high brand equity can leverage their impact of their equity by increasing...

Whereas everyone recognizes that increasing obesity rates worldwide are driven by a complex set of interrelated factors, the marketing actions of the food industry are often singled out as one of the main culprits. But how exactly is food marketing making us fat? To answer this question, we...

When does a gain-framed health message work better than a loss-based one, such as a fear appeal? Although a basic summary of the literature would be inconsistent and inconclusive, a deeper focus on the individual or person-specific characteristics of the audience targeted in the studies shows a...