News >

The article, titled “From Beef to Belief: Evaluating Brand Perception and Consumer Intentions for Meat Alternative Extensions,” examines how meat alternative product extensions influence brand image and consumer behavior in the U.S. fast-food industry.

Fetscherin and Marashi’s study explores how consumers evaluate meat alternative offerings introduced by major fast-food brands and how these extensions affect purchase intentions, word-of-mouth, and overall brand perception. Using a 2 × 2 × 2 experimental design with 455 U.S. participants, the study examined consumer responses to plant-based and vegetarian menu extensions from McDonald’s and Wendy’s. The research investigated the role of initial brand image, brand-extension fit, and advertising focus, comparing health-focused versus environmentally focused messaging.

The results showed that strong brand-extension fit and a favorable initial brand image positively influenced consumer attitudes toward meat alternatives. Plant-based offerings consistently outperformed vegetarian options across all outcomes, particularly when paired with health-focused advertising. Consumers reported higher willingness to try the products, stronger purchase intentions, and more positive word-of-mouth. The findings provide important insights for fast-food companies seeking to expand into the growing alternative protein market while strengthening brand equity and consumer engagement.

• Highlights |
• International Business |
• Marc Fetscherin