Exploring determinants of brand extension attitude to promote optimal levels of movement among children and youth
ISSN: 2042-6763
Article publication date: 26 July 2021
Issue publication date: 23 November 2021
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.
Keywords
Acknowledgements
This work was supported by funds from Amy E. Latimer-Cheung’s Tier II Canada Research Chair in PA Promotion and Disability provided by the Canadian Institutes of Health Research (grant number: 950–231206). The funding provided compensation to participants of the study.
Citation
Lithopoulos, A., Dacin, P.A., Tremblay, M.S. and Latimer-Cheung, A.E. (2021), "Exploring determinants of brand extension attitude to promote optimal levels of movement among children and youth", Journal of Social Marketing, Vol. 11 No. 4, pp. 453-468. https://doi.org/10.1108/JSOCM-12-2019-0215
Publisher
:Emerald Publishing Limited
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