Exploring determinants of brand extension attitude to promote optimal levels of movement among children and youth

IF 3.1 4区 管理学 Q2 BUSINESS
A. Lithopoulos, Peter A. Dacin, M. Tremblay, A. Latimer-Cheung
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Abstract

Purpose Some health behaviour promotion organizations are interested in promoting multiple behaviours to increase their health impact on a population. However, many of these organizations are better known for promoting only certain behaviours. The purpose of this study is to examine responses to an organization with a narrow brand (i.e. ParticipACTION) in its promotion of the different recommended movement-related behaviours (i.e. sleep, limited sedentary behaviour [SB], light physical activity [PA] and moderate to vigorous PA) to children. Potential brand-related determinants of attitude towards promotion of each behaviour (i.e. extension attitude) were specifically examined. Design/methodology/approach Data were collected in 2017 using an online cross-sectional survey. Canadian parents with at least one child 5–12 years of age (N = 109) were recruited through online advertisements and word-of-mouth. One multiple regression per behaviour was conducted. Extension attitude was the dependent variable and brand attitude, fit and the interaction between brand attitude and fit were the predictors. Findings For light and moderate PA, brand attitude was a strong predictor. For limited SB and sleep, fit was the dominant predictor. However, for light and moderate PA and limited SB, an interaction indicated that a positive brand attitude and the perception of high fit between the brand and the behaviour leads to the most positive extension attitude. Practical implications The findings suggest that movement promotion organizations should ensure parents have a positive brand attitude and have high perceptions of fit between the brand and the promoted behaviour. Originality/value This study provides the first evidence that determinants of brand extension attitude observed in the commercial domain also apply in the movement promotion domain. This research provides important information to organizations regarding how to effectively promote various behaviours when interested in expanding their usual repertoire.
探索品牌延伸态度的决定因素,以促进儿童和青少年的最佳运动水平
目的:一些促进健康行为的组织有兴趣促进多种行为,以增加其对人口健康的影响。然而,许多这样的组织更出名的是只提倡某些行为。本研究的目的是考察一个品牌有限的组织(即ParticipACTION)在向儿童推广不同推荐的运动相关行为(即睡眠、有限的久坐行为[SB]、轻度体育活动[PA]和中度至剧烈体育活动)时的反应。对每种行为的促进态度(即延伸态度)的潜在品牌相关决定因素进行了具体研究。设计/方法/方法数据是在2017年通过在线横断面调查收集的。通过在线广告和口口相传招募至少有一个5-12岁孩子的加拿大父母(N = 109)。对每种行为进行一次多元回归。延伸态度为因变量,品牌态度、契合度及品牌态度与契合度的交互作用为预测变量。发现对于轻度和中度PA,品牌态度是强预测因子。对于有限的SB和睡眠,健康是主要的预测因子。然而,对于轻度和中度PA和有限SB,交互作用表明,积极的品牌态度和品牌与行为高度契合的感知导致最积极的延伸态度。实际意义研究结果表明,运动推广组织应确保家长有积极的品牌态度,并对品牌和推广行为之间的契合度有很高的认识。原创性/价值本研究首次证明,在商业领域观察到的品牌延伸态度的决定因素也适用于运动推广领域。本研究提供了重要的信息,关于如何有效地促进各种行为的组织,当有兴趣扩大他们的日常曲目。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
4.60
自引率
29.20%
发文量
33
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