Examining the Protective Effects of Brand Equity in thekeepin' it REALSubstance Use Prevention Curriculum

Abstract

While branding appears to be an effective health prevention strategy, it is less clear how successful brands have protective effects. To better understand the role of branding in health prevention and promotion, it is necessary to examine how the persuasive mechanisms of branding function in health campaigns (e.g., modeling socially desirable behaviors). Using a cross-sectional data (N = 709), the current study uncovered the mechanisms explaining branding’s effects on adolescent substance use in a school-based substance use intervention, keepin’ it REAL (kiR) curriculum. Consistent with our predictions, a confirmatory factor analysis suggested that kiR brand equity had a higher-order, multidimensional factor structure. In addition, a path analysis revealed that brand equity affected adolescent substance use directly and through the predicted social cognitive processes including refusal efficacy and resistance skills. Thus it is concluded that kiR brand equity serves as a protective factor for adolescent substance use. Practical implications, research limitations and future directions are discussed.

Investigating the Role of Brand Equity in Predicting the Relationship Between Message Exposure and Parental Support for Their Child’s Physical Activity

“…The brand equity model findings were consistent with our stated hypothesis, were replicated over the evaluation period, and were similar to other studies (Evans et al, 2005; Evans et al, 2011; Lee & Hecht, 2011; Price et al, 2009). Brand equity accounted for covariance between ad message exposure and PS.…”

“…Importantly, brand equity was found to account for covariance in the relationship between message exposure and PS, suggesting a potential mechanism for brand equity in improving the effectiveness of social marketing campaigns. The brand equity model findings were consistent with our stated hypothesis, were replicated over the evaluation period, and were similar to other studies (Evans et al, 2005;Evans et al, 2011;Lee & Hecht, 2011;Price et al, 2009). Brand equity accounted for covariance between ad message exposure and PS.…”

“…In general, greater brand equity was related to greater intentions to engage, or engagement, in the behaviors promoted by the campaigns (Evans et al, 2005;Evans et al, 2011;Lee & Hecht, 2011;Price et al, 2009). The analysis of the VERB brand demonstrated that increased brand equity in tweens (age 9-13 years) was associated with increased positive attitudes toward physical activity and greater participation in free-time physical activity (Price et al, 2009).…”

“…Brand equity has been evaluated in public health brands in the contexts of antismoking (Evans, Price, & Blahut, 2005), substance use prevention (Lee & Hecht, 2011), condom use for HIV/AIDS prevention (Evans, Taruberekera, Longfield, & Snider, 2011), and physical activity, respectively (Price, Potter, Das, Wang & Huhman, 2009). In general, greater brand equity was related to greater intentions to engage, or engagement, in the behaviors promoted by the campaigns (Evans et al, 2005; Evans et al, 2011; Lee & Hecht, 2011; Price et al, 2009). The analysis of the VERB brand demonstrated that increased brand equity in tweens (age 9–13 years) was associated with increased positive attitudes toward physical activity and greater participation in free-time physical activity (Price et al, 2009).…”

Effectiveness of Statewide Advertising Campaigns in Promoting the QUITPLAN® Services Brand

“…Exposure to the truth SM ads depicting the positive images of nonsmoking was associated with a decline in the youth smoking rate (Evans & Hastings, 2008; Evans et al, 2005). Although recent studies have indicated the effectiveness of marketing and communication efforts to build various health brands (Evans et al, 2005; Huhman et al, 2005; Lee & Hecht, 2011), little is known about how to create and develop a strong brand for smoking cessation services. This article describes ClearWay Minnesota’s approach to developing the QUITPLAN cessation services brand and presents findings from a study that examines the impact of television advertising on brand-related cognitions and intentions to quit among smokers.…”