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Background: The brand equity pyramid is a theory that explains how people develop a relationship with a brand. Although the theory has received some support, few studies have tested it using a product brand, and no study has experimentally tested the theory. Research Question: The study tested whether brand equity pyramid variables pertaining to a health behavior promotion product brand (the Canadian 24-Hour Movement Guidelines for Children and Youth) can be experimentally manipulated. The first objective was to examine whether brand equity of the guidelines would be higher in the intervention group compared to the control group. The second objective was to explore whether parental attitudes and intentions toward support, support behaviors, and parent-perceived child behavior would be higher in the intervention group compared to the control. Method: Using an online survey platform in Canada, all participants first viewed the guidelines. Participants in the intervention group were then presented with a video targeting key brand equity variables, whereas the control group received no video. Participants were 161 Canadian parents ( M age = 38.17, SD = 7.33 years) with a child 5–12 years of age. Measurements of brand equity and behavioral variables were taken at Time 1 (immediately post-intervention) and 2 weeks later at Time 2. Results: The intervention group had greater brand awareness than the control group and also showed a more positive attitude toward ensuring their child is less sedentary. However, generally, the 1-time intervention had limited effects. Recommendations for Research or Practice: This study indicates that a single exposure to stimuli targeting brand equity constructs can enhance awareness and some proximal cognitions. Future studies should examine whether repeated exposures to brand advertisements result in change in more important, distal variables such as brand loyalty and actual behavior. Limitations: This study lacked a true baseline measurement time point, there was only one exposure to brand stimuli, and parent-perceived child behavior was measured rather than behavior reported by the children themselves.

Introduction: In this study, we evaluate the physical activity (PA) participation of Veterans with a physical disability, particularly the role of experiential elements of quality participation in facilitating desired program outcomes. We hypothesized that quality elements would mediate the relationship between quality program conditions and participation outcomes. Methods: Forty-nine Veterans with a physical disability (mean age = 43.61 [SD 8.81] y) completed questionnaires before and after PA event participation, as well as at a 3-month follow-up. Results: Results demonstrated that an indicator of the quality element belongingness mediated the relationship between coach interpersonal skills and two PA indicators (i.e., planning and intentions) after event participation. The same quality indicator also mediated the relationship between coach interpersonal skills and family integration after event participation and at the 3-month follow-up. Discussion: These findings provide preliminary evidence linking quality PA program conditions and elements to PA participation outcomes.

AbstractBackgroundThe Internet is a preferred source of physical activity (PA) information. However, limited research exists regarding the experiences of parents of children and youth with disabilities (CYWD) in searching for PA programme information online. This research examined the experiences and preferences of parents of CYWD in searching for PA programme information online.MethodParents of CYWD (n = 10) participated in a think‐aloud exercise while searching for PA programme information online. Following the think‐aloud exercise, semi‐structured interviews were used to further understand parents' experiences and preferences in searching for PA programme information online.ResultsParents identified key features that contributed to a positive online search experience. Additionally, parents noted challenges and resulting negative affect that was experienced.ConclusionsThis research can inform the development and dissemination of online PA programme information that is accessible and relevant to the preferences of parents of CYWD and can facilitate positive search experiences.

AbstractObjectiveQuality participation, defined as satisfying and enjoyable involvement, is one of the most valued life outcomes for children with intellectual and developmental disabilities. To broaden understandings of quality participation, our review explored participation experiences of children with intellectual and developmental disabilities.MethodUtilising an established systematic scoping review methodology, data were collected using three search tools (peer‐reviewed databases, grey literature databases and Google). Inclusion criteria required that children with intellectual and developmental disabilities and/or their proxies provided descriptions of quality participation experiences in any life domain.ResultsA total of 35 articles met the inclusion criteria. Quality participation strategies (30 total) and outcomes (8 total) were categorised according to six experiential elements (autonomy, belongingness, challenge, engagement, mastery and meaning).ConclusionFindings provide novel insight for building quality experiences across current and future participation initiatives.

Curbside recycling has been a very successful neighborhood-level intervention designed to maximize waste containment, but many communities have specific limitations on what products can be recycled within their community bins and must rely on depots for recycling these specialty items. The purpose of this study was to examine an extended theory of planned behavior (TPB) that included both affective and instrumental attitudes and a planning construct to predict depot specialty recycling in a community sample across 1 month. Participants were 176 residents of detached homes who completed baseline measures of TPB and self-reported behavior 1 month later. Structural equation modeling identified a modest fit of the TPB, and 48% variance of depot recycling behavior was explained with the constructs of intention, planning, and perceived behavioral control, yet these constructs did not perform as well in predicting change in behavior across 4 weeks. Although proximity to the recycling depot did not relate to behavior, it significantly moderated the planning–recycling behavior relationship, whereby those who lived closer to the depot had larger planning–behavior relations than those who lived further away. Developing plans to recycle may help in addition to motivation, but these are still contingent on there being an easy commuting distance to a depot.

Although social marketing promotion efforts are typically evaluated online using either finished video or static images, limited evidence exists whether media type influences audience response. In a posttest-only experimental study with a nationally representative sample of 663 Canadian mothers of 5- to 11-year-old children, participants were randomly assigned to one of two media conditions consisting of Think Again physical-activity Public Service Announcements created by ParticipACTION. Mothers reported campaign recall, ad liking, motivation to respond to the ad (i.e., assist one's child to get at least 60 min of physical activity every day), and their support behaviors. Data were analyzed using χ2 and independent samples t-tests. Those exposed to the video version of the ad in comparison to the static image reported higher message recall and liking, and motivation to respond. There were no differences in parental support behaviors. Social marketing promotion efforts should be evaluated using the same format as the media message originally used. The study concludes that media type influences findings when evaluating social marketing promotion campaigns.

Background: Ecological models suggest that a strategy for increasing physical activity participation within a population is to reconstruct the "social climate". This can be accomplished through 1) changing norms and beliefs, 2) providing direct support for modifying environments, and 3) implementing policies to encourage physical activity. Nevertheless, surveillance efforts have paid limited attention to empirical assessment of social climate. This study responds to this gap by assessing the social climate of physical activity in Canada. Methods: A representative sample of Canadian adults (n = 2519, male/female = 50.3%/49.7%, Mage = 49.1 ± 16.3 years) completed an online survey asking them to assess social climate dimensions including social norms of physical (in)activity, perceptions of who causes physical inactivity and who is responsible for solving physical inactivity, and support for physical activity-related policy. Descriptive statistics (frequencies) were calculated. Multinomial logistic regressions were constructed to identify whether demographic variables and physical activity participation associated with social climate dimensions. Results: Physical inactivity was considered a serious public health concern by 55% of the respondents; similar to unhealthy diets (58%) and tobacco use (57%). Thirty-nine percent of the respondents reported that they often see other people exercising. Twenty-eight percent of the sample believed that society disapproves of physical inactivity. The majority of respondents (63%) viewed the cause of physical inactivity as both an individual responsibility and other factors beyond an individuals' control. Sixty-seven percent of respondents reported physical inactivity as being both a private matter and a public health matter. Strong support existed for environmental-, individual-, and economic-level policies but much less for legislative approaches. The social climate indicators were associated with respondents' level of physical activity participation and demographic variables in expected directions. Conclusion: This study is the first known attempt to assess social climate at a national level, addressing an important gap in knowledge related to advocating for, and implementing population-level physical activity interventions. Future tracking will be needed to identify any temporal (in)stability of these constructs over time and to explore the relationship between physical activity participation and indicators of the national social climate of physical activity. ; Education, Faculty of ; Non UBC ; Kinesiology, School of ; Reviewed ; Faculty

Objectives: To examine how public attributions for the causes and solutions of physical inactivity and individuals' self-identified political orientation are associated with support for different policy actions in addressing physical inactivity. Methods: A secondary data analysis was conducted with a sample of 2,044 Canadian adults. Two sets of 2 X 3 analyses of variance and post-hoc analyses were conducted to assess (1) the mean differences by the causes of the issue of physical inactivity (individual, or both internal and external/external) and political orientation (liberal, centrist, and conservative), and (2) responsibility for solutions (private matter, or both private and public health matter, and /public health matter) and political orientation on support for least, moderate, and most intrusive policy actions. Results: No interaction effects existed between causal attribution and political orientation on policy support, but a main effect of causal attributions for physical inactivity and political orientation was significant. Those who held internal attributions for the cause of physical inactivity showed less support for policies compared to those who held external causal attributions or both internal and external causal attributions. Conservative individuals reported the least support for all policy actions in comparison to liberal or centrist orientations. There were interaction effects between responsibility for solutions and political orientation on policy support. Conservative individuals who perceived the responsibility for solving physical inactivity as a private matter had less support for all three policy actions. Conclusions: Public acceptance of policy actions addressing physical inactivity varies by the attributions the public have regarding causes and responsibility for solving the problem, and by political orientation. Advocacy and messaging for policy implementation in the physical activity arena needs to be communicated in ways that encourage reflective and informed deliberation that is ...

Social marketing researchers have identified brand equity as a potential mediator of the relationship between campaign message exposure and resulting behavior. This study examined whether message exposure and components of brand equity contribute to overall brand equity changes over the course of a 12-month campaign evaluation. In addition, we examine whether brand equity consistently accounts for covariance (i.e., mediation) in the relationship between message exposure and parental support (PS). Data were drawn from ParticipACTION's "Think Again" campaign evaluations that targeted parents, specifically moms, with children between the ages of 5 and 11 years (three independent samples: March 2011, N = 702 [T1]; September 2011, N = 706 [T2]; March 2012, N = 670 [T3]). Univariate analyses of variance were used to examine changes in message exposure and components of brand equity over time, while structural equation modeling was used to examine the brand equity model relationship. Findings revealed that message exposure was greatest at T3 ( ps < .01) and that brand equity was greatest at T2 ( ps < .05). Model fit statistics revealed modest to good fit. Results demonstrated that Think Again message exposure was related to brand equity (standardized effects .10–.28) and that brand equity was related to PS (standardized effects .30–.40; ( ps < .01). Importantly, an indirect effect of message exposure on PS through brand equity (standardized effects .03–.09) emerged in all models ( ps < .05). This study demonstrates the utility of branding social marketing campaigns to increase campaign effectiveness.