| Autor: |
DOUGLAS EVANS, W., PRICE, SIMANI, BLAHUT, STEVEN |
| Předmět: |
|
| Zdroj: |
Journal of Health Communication; Mar2005, Vol. 10 Issue 2, p181-192, 12p |
| Abstrakt: |
The American Legacy Foundation developed the truth ® campaign, an aspirational antismoking brand for adolescents. This study tested whether a multidimensional scale, brand equity in truth ® , mediates the relationship between campaign exposure and youth smoking. We collected brand equity responses from 2,306 youth on a nationally representative telephone survey. Factor analysis indicates that the scale has excellent psychometric properties and effectively measures brand equity. We developed a structural equation model to test the mediation hypothesis. Results show that brand equity mediates the relationship between truth ® and smoking. Analyses of potential confounders show this relationship is robust. Behavioral branding (brands about a behavior or a lifestyle) is an important public health strategy. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
|
