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.

中文翻译：

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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

一些健康行为促进组织有兴趣促进多种行为以增加其对人群的健康影响。然而，其中许多组织以仅促进某些行为而闻名。本研究的目的是检查一个品牌（即 ParticipACTION）在促进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] 和适度的运动）方面的反应。到充满活力的 PA) 给孩子们。对促进每种行为的态度（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 年使用在线横断面调查收集的。通过在线广告和口碑招募至少有一个 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。外延态度是因变量，品牌态度、契合度和品牌态度与契合度之间的交互作用是预测因子。

发现

对于轻度和中度 PA，品牌态度是一个强有力的预测因素。对于有限的 SB 和睡眠，适合是主要预测因素。然而，对于轻度和适度的 PA 和有限的 SB，交互表明积极的品牌态度和品牌与行为之间高度契合的感知导致最积极的延伸态度。

实际影响

研究结果表明，运动促进组织应确保父母对品牌有积极的态度，并对品牌与所促进的行为之间的契合度有很高的看法。

原创性/价值

这项研究提供了第一个证据，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促进领域。这项研究为组织提供了关于如何在有兴趣扩展其常用曲目时有效促进各种行为的重要信息。