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.

中文翻译：

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健康运动产品品牌在品牌资产金字塔中的实验应用

背景：

品牌资产金字塔是一种理论，解释了人们如何发展与品牌的关系。尽管该理论得到了一些支持，但很少有研究使用产品品牌对其进行过测试，也没有研究对这一理论进行实验性的测试。

研究问题：

该研究测试了是否可以通过实验操作与健康行为促进产品品牌有关的品牌资产金字塔变量（《加拿大24小时儿童和青少年运动指南》）。第一个目标是检查与对照组相比，干预组指南的品牌资产是否更高。第二个目标是探讨干预组的父母对支持，支持行为和父母感知的儿童行为的态度和意图是否比对照组高。

方法：

使用加拿大的在线调查平台，所有参与者都首先查看了指南。然后，向干预组的参与者展示了一个针对关键品牌资产变量的视频，而对照组则没有收到视频。参与者是161名加拿大父母（M年龄= 38.17，SD = 7.33岁），年龄在5-12岁之间。品牌资产和行为变量的测量是在时间1（干预后立即进行）和时间2的2周后进行的。

结果：

干预组的品牌知名度高于对照组，并且对确保孩子的久坐感表现出更积极的态度。但是，通常情况下，一次性干预的效果有限。

研究或实践建议：

这项研究表明，单次接触针对品牌资产构建的刺激可以增强意识和一些近端认知。未来的研究应检查重复接触品牌广告是否会导致更重要的远端变量（例如品牌忠诚度和实际行为）发生变化。

局限性：

这项研究缺乏真正的基线测量时间点，只有一次接触品牌刺激，并且测量了父母感知的孩子的行为，而不是孩子自己报告的行为。