| Autor: |
Price, Simani M., Potter, Lance D., Das, Barnali, Wang, Yu-Chung L., Huhman, Marian |
| Předmět: |
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| Zdroj: |
Social Marketing Quarterly; Dec2009, Vol. 15 Issue 4, p66-82, 17p, 4 Charts |
| Abstrakt: |
The Centers for Disease Control and Prevention's Youth Media Campaign designed VERB™ as an aspirational brand to increase physical activity among children aged 9-13 years. In the current study, we explore the influence of the VERB™ brand in the campaign using a brand equity framework. Brand equity responses were collected from 1,007 children from a national cross-sectional telephone survey. Findings indicated that high VERB brand equity was associated with increased positive attitudes toward physical activity and participation in free-time physical activity. The relationship between brand equity and free-time physical activity was partially mediated through attitudes. Brand personality and leadership/popularity constructs were found to be strong predictors in determining physical activity attitudes and behaviors, respectively. As the use of a branding strategy increases in public health, brand equity offers social marketers a framework for evaluating the effectiveness of their efforts. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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