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Publicação
Healthy brand extentions targeted at adolescents: can products encourage healthier eating habits and still be fun?
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| 5.55 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
This study aims to understand if launching healthy extensions of brands that have high
acceptance among adolescents could contribute to healthier eating habits. We also analyzed the impact of this launch on brand image. We conducted a survey with 121
Brazilian teenagers and used the market leader brand to study the hypothesis. Results
showed that brand preference remained very high with the introduction of the new
reduced sugar product, although this caused significant effects regarding brand image.
These effects vary regarding age and gender of the child, and also whether the adolescent had already engaged in weight control practices.
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics
Palavras-chave
Brand extension Brand image Health Adolescents