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首页> 外文期刊>Journal of health communication >The Effects of Branding on Physical Activity: A Systematic Review
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The Effects of Branding on Physical Activity: A Systematic Review

机译：品牌对体育活动的影响：系统评价

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It is important to increase the number of people regularly physically active to enhance health. Physical activity (PA) promotion organizations with strong brands may be more effective at motivating PA. However, these organizations must know which brand equity variables (e.g., brand awareness) to prioritize in their marketing. No previous review has examined whether brand equity variables are associated with PA-related variables. The primary objective of this study was to learn whether brand equity variables are associated with PA behaviors (e.g., moderate or vigorous PA). A secondary objective was to evaluate whether brand equity variables are associated with potential correlates of PA (e.g., self-efficacy). In addition to other search methods, four databases were searched for articles (PsycINFO, MEDLINE, SPORTDiscus, Business Source Complete). Thirty articles met the eligibility criteria. Regarding behavior, brand awareness and associations were associated with moderate or vigorous PA but not less intense activities such as walking. For correlates, brand awareness was associated with self-efficacy, outcome expectations, attitude, and parental approval of child PA. Brand associations were only associated with attitude. Age and brand awareness measure emerged as moderators of the awareness to moderate or vigorous PA relationship. Future research should examine the antecedents of brand awareness and use experimental designs.
机译：为了增进健康，增加经常进行体育锻炼的人数是很重要的。拥有强大品牌的体育活动（PA）推广组织可能更有效地激励PA。但是，这些组织必须知道在营销中应优先考虑哪些品牌资产变量（例如品牌知名度）。之前没有研究过品牌资产变量是否与PA相关变量相关。本研究的主要目的是了解品牌资产变量是否与PA行为相关（例如，中度或重度PA）。第二个目标是评估品牌资产变量是否与PA的潜在相关性（如自我效能）相关。除了其他搜索方法外，还搜索了四个数据库中的文章（PsycINFO、MEDLINE、SPORTDiscus、Business Source Complete）。30篇文章符合资格标准。在行为方面，品牌意识和联想与中度或剧烈的PA相关，但与步行等强度不低的活动相关。对于相关因素，品牌意识与自我效能感、结果预期、态度和父母对儿童PA的认可相关。品牌关联仅与态度相关。年龄和品牌认知度测量作为对适度或积极的PA关系的认知度的调节者出现。未来的研究应该检查品牌意识的前因，并使用实验设计。

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