“…The relationship between HC and CBBE is explained by using the health belief model theory and brand value concept (e.g., Becker, Drachman & Kirscht, 1974;Dawar, 1998;Dawar & Pillutla, 2000;Kamakura & Russell, 1993;Narayana, 2009). In fact, the health belief model theory is rooted from a well established body of psychological and behavioral theory (Janz & Becker, 1984) and it is designed by Hochbaum et al in the 1950s (Glanz & Rimer, 1995;Janz & Becker, 1984;Rosenstock, 1974).…”