Can advertising enhance consumers' desirable COVID‐19 health behavioral intentions? The role of brand‐pandemic fit

This article explores the fit between advertised brand and pandemic as a potential influence on consumers' intentions to engage in socially responsible health behaviors (social distancing, mask wearing, getting tested when exposed). In an advanced emerging market setting we find that advertisements for brands are perceived high brand-pandemic enhance desirable COVID-19 behavioral changes credibility is mechanism drives such intentions. Fit especially beneficial of consumers whose beliefs reflect only low moderate concern about COVID-19. Consumers with or (vs. high) exhibit increased susceptibility fit—desirable relationship. The results also corroborated context. Together, establish links advertisements, credibility, beliefs, behaviors. suggest advertising can play role encouraging promote consumer welfare via ads products services provide benefits during both markets.