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| Author: | Anker, T. (et al.) |
| Title: | Health branding ethics |
| Journal: | Journal of Business Ethics
2011 : NOV, VOL. 104:1, p. 33-45 |
| Index terms: | brands marketing advertising ethics health foods |
| Language: | eng |
| Abstract: | Marketing has its ethical challenges when branding health of commercial food because it can promote a healthy lifestyle in addition to the commercial benefits. The power to influence one's health means that marketing professionals have to take the ethical implications into account. This article focuses on the potential ethical problems of health branding, the application of three health brand elements (functional claims, process claims, and health symbols) in specific. The article provides valuable information on the different aspects of marketing health brands for practitioners. |
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