A B S T R A C T ObjectiveTo evaluate the prevalence of undernutrition in older adults aged ≥75 years living in communities and to identify the main factors independently associated with undernutrition. MethodsA cross-sectional study was conducted using a random sample of family physicians' medical records of 86 older adults aged ≥75 years living in the community studied. Their nutritional status was evaluated using the Mini Nutritional Assessment. ResultsA total of 10.5% of the elderly were undernourished and 41.9% were at undernutrition risk. According to the logistic regression multivariable model, the following characteristics: being widowed (OR=6.7; 95%CI=1.8-24.6); being institutionalized (OR=12.6; 95%CI=1.7-90.5); or having a negative self-perception of health (OR=15.0; 95%CI=3.3-69.1) were independently associated with a significant increase of undernutrition risk. ConclusionThe current study shows that undernutrition is highly prevalent in Portuguese older adults aged ≥75 years living in communities. The major factors independently associated with their undernutrition are being widowed and institutionalized and having negative self-perception of health. The results obtained show that undernutrition and its associated factors are very serious problems for older adults and a challenge in their health care.

Purpose Beyond traditional brand endorsement, many celebrities have in recent years decided to launch their own product lines, which may be used to promote their own celebrity brand. Which product categories or social causes match a celebrity’s brand personality? This study aims to investigate the antecedents of celebrity–product degree of fit and willingness to pay (WTP)/make a donation in different scenarios. The manipulation of the scenarios aims to capture the role of celebrity attributes, perceived personality profiles, product involvement and acceptance of social causes. Design/methodology/approach In total, 335 respondents answered an online questionnaire with a factorial plan corresponding to 20 different matching scenarios: five celebrities/perceived personalities (Emma Watson, Jennifer Lawrence, Kim Kardashian, Natalie Portman and Scarlet Johansson) × four types of branding scenarios (a lipstick for low involvement; a watch for high involvement; an eco-foundation for “high social acceptance” and vodka for “low social acceptance/controversial”). Findings Scarlett Johansson obtained the highest degree of fit, both for launching her own brand of lipstick or a watch. Kim Kardashian had the best degree of fit for launching her own vodka brand, while Emma Watson’s attributes confirmed that she would be seen as the ideal founder of an eco-foundation. Significant predictors of WTP/make a donation were assessed by multiple linear regression for each type of product. Practical implications The paper provides recommendations that may help guide celebrity brand managers through the celebrity–product matching process. Social implications Celebrity branding in relation to social causes is also discussed in this paper. Originality/value This study explores a gap found in the literature as it explores the product match-up hypotheses within a celebrity branding context and moreover extends this investigation to social causes and products with different degrees of involvement and social acceptance.

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