Community junior sport sponsorship: an online experiment assessing children’s responses to unhealthy food v. pro-health sponsorship options
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DOI: 10.1017/s1368980017003561
Abstract: Abstract Objective To explore children’s responses to sponsorship of community junior sport by unhealthy food brands and investigate the utility of alternative, pro-health sponsorship options. Design Between-subjects experiment, with four sponsorship conditions: A, non-food branding… read more here.
Keywords: sponsorship; food branding; sport; health ... See more keywords
When Food Co-Branding Backfires: The Overexpectation Effect
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DOI: 10.3390/foods11142136
Abstract: While food research has paid considerable attention to the effect of brand names on brand evaluation, the role of co-branding strategies and hence simultaneous exposure to two different brand names is under-researched. Against this background,… read more here.
Keywords: food branding; effect; overexpectation effect; branding backfires ... See more keywords