Purpose: While millions of dollars is spent yearly on health endorsements, and its associated research, findings in studies where product category wasn’t considered might be inaccurate. Design/methodology/approach: An experimental research design was used to investigate the effect of health endorsements on FMCG brand loyalty, brand trust and brand equity of both convenience and shopping goods for 160 shoppers. Findings/results: The study found that when looking at the impact of health endorsements overall, only brand trust was impacted. However, when distinguishing between product categories, health endorsements did not impact the brand trust, brand equity or brand loyalty of shopping goods, while having a great influence on those of convenience goods. Practical implications: While most health endorsements are for shopping goods, these findings present an opportunity for marketers, to make better use of health endorsements in their packaging design. It presents an opportunity for health endorsers to target an untapped market, and it presents a challenge to producers to design convenience products worthy of health endorsements. Originality/value: Studies considering the return on investment of health endorsements must consider the product category, in order to decrease the likelihood of encountering misleading results as the influence of health endorsements greatly differ between products.

中文翻译：

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方便健康：健康背书对快速消费品便利与购物商品的品牌信任，品牌忠诚度和品牌资产的影响

目的：尽管每年在健康背书及其相关研究上花费了数百万美元，但未考虑产品类别的研究结果可能不准确。设计/方法/方法：实验研究设计用于调查健康代言对160名购物者的快速消费品的品牌忠诚度，便利和购物商品的品牌信任和品牌资产的影响。结果/结果：该研究发现，从整体上看健康代言的影响时，仅品牌信任受到影响。但是，在区分产品类别时，健康代言不影响购物商品的品牌信任度，品牌资产或品牌忠诚度，而对便利商品的影响很大。实际意义：尽管大多数健康支持都针对购物商品，这些发现为营销人员提供了在包装设计中更好地利用健康认可的机会。这为健康代言人提供了一个尚未开发的市场的机会，也给生产者设计具有健康代言价值的便利产品带来了挑战。原创性/价值：考虑健康背书的投资回报率的研究必须考虑产品类别，以减少遇到误导性结果的可能性，因为健康背书的影响在产品之间差异很大。