Boman, Courtney (author) and Ellis, Jason (author)
Format:
Paper abstract
Publication Date:
2018-02
Published:
USA
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 199 Document Number: D10006
Notes:
Abstract of paper presented at the National Agricultural Communications Symposium, Southern Association of Agricultural Scientists (SAAS) Agricultural Communications Section, Jacksonville, Florida, February 4-5, 2018., Describes the research concepts and methods used in this study. Includes no report of findings.
22 pages., Via online., Researchers used quota convenience sampling to investigate consumer decision making and brand commitment for food brands promoted as "healthy." Findings indicated that familiarity can help increase purchase intentions and brand commitment for healthy brands with low credibility. However, to go beyond a transactional exchange to one that is relation in nature, familiarity, credibility, and quality are all crucial for fostering brand commitment.
