Abstract Recognizing that fast-food brands are increasingly interested in featuring health and wellness values in their marketing, this study investigated the effect of perceived brand–health issue fit on consumer responses to a fast-food health-marketing initiative. Consistent with previous findings and the schema-congruent framework, the results of the current study indicate that an advertising message with high brand–issue fit, compared to one with low brand–issue fit, elicited more favorable consumer responses. In addition, this study tested two different advertising message strategies (i.e., health issue-focused vs. brand-focused) under high and low brand–health issue fit conditions. In line with the predictions of categorization theory, the health issue-focused advertising message was more effective than the brand-focused advertising message under the low fit condition. The findings have theoretical and managerial implications and can help practitioners develop better marketing and advertising strategies for fast-food health-marketing initiatives.

中文翻译：

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品牌健康问题对快餐健康营销计划的影响

摘要认识到快餐品牌对在其市场营销中体现健康和保健价值的兴趣日益浓厚，本研究调查了品牌-健康问题对消费者对快餐健康营销计划的反应的影响。与以前的发现和架构一致的框架一致，本研究的结果表明，与品牌-品牌契合度低的广告信息相比，品牌-品牌契合度高的广告信息引起了更有利的消费者反应。此外，这项研究在高低品牌健康问题适合度条件下测试了两种不同的广告信息策略（即以健康问题为重点与以品牌为重点）。根据分类理论的预测，在低适应性条件下，针对健康问题的广告信息比针对品牌问题的广告信息更有效。这些发现具有理论和管理意义，可以帮助从业人员为快餐健康营销计划制定更好的营销和广告策略。