Are brand extensions of healthy products an adequate strategy when there is a high association between the brand and unhealthy products?

Article Spanish OPEN
Carrete, Lorena; Arroyo, Pilar; Centeno, Edgar;
  • Publisher: Fundação Escola de Comércio Álvares Penteado
  • Journal: Revista Brasileira de Gestão De Negócios (issn: 1806-4892, eissn: 1983-0807)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.7819/rbgn.v0i0.3905
  • Subject: HF5001-6182 | Business | Mexico. | health brands | branding | brand extension | HF1-6182 | brand extension, health brands, branding, food, Mexico. | Commerce | Marketing; Branding; Marketing Strategy | Extensión de marca; marcas saludables; gestión de marca; alimentos; México. | food

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 t... View more