Marketing Physical Activity? Exploring the Role of Brand Resonance in Health Promotion

Lithopoulos, Alexander; Evans, W. Douglas; Faulkner, Guy; Rhodes, Ryan E.

doi:10.1080/10810730.2021.1989524

Cited by 8 publications

(23 citation statements)

References 49 publications

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“…The customers also require brand knowledge so that they can relate to the brand and understand what the brand offers. High-quality products offered to the customer develop high perceive value among the customers because quality matters to a greater extent when it comes to purchasing decisions ( Lithopoulos et al, 2021 ). Additionally, brand resonance is particularly associated it how the consumers relate to the brand.…”

Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

“…One of the core dimensions of brand equity is brand loyalty, and brand loyalty is built when the customer can relate to or resonate with the brand ( Husain et al, 2022 ). This resonance is deeply linked with perceived value because customer needs are fulfilled when they receive high valued products ( Lithopoulos et al, 2021 ). Scholars argued that perceived value has a positive relationship with brand resonance and customer-based brand equity; therefore, brands that want to enhance brand resonance and CBBE must deliver high-value products ( Kang et al, 2021 ).…”

Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

“…Brand resonance consists of four main aspects i.e., a sense of community, behavioral loyalty, active engagement, and attitudinal attachment ( Husain et al, 2022 ). In order to develop brand resonance, consumers have to use the products of the brands more frequently and pay high attention to the information related to the brand to form a strong psychological engagement with the brand ( Lithopoulos et al, 2021 ).…”

Section: Introductionmentioning

confidence: 99%

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Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Ye¹,

Yin²,

Gao³

2022

Front. Psychol.

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Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies.

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Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

Section: Review Of Literature and Hypotheses Developmentmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Ye¹,

Yin²,

Gao³

2022

Front. Psychol.

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“…Nostalgia is one form of storytelling that positions the self as the youthful hero of one's own positive, Marketing campaigns and sport participation action-oriented narrative. In any related marketing effort leveraging nostalgia (Cho, 2021), the branding elements of brand affective attitude, brand identification and brand resonance can influence physical activity outcomes (Lithopoulos et al, 2021). The purpose of the current study was to empirically examine the lasting impact of a particular campaign across generational cohorts to demonstrate if nostalgia can be incorporated into future marketing campaigns related to sport participation.…”

mentioning

confidence: 99%

“…To deliver a message that cuts through the clutter, marketing campaigns are increasingly reliant on brand stories, defined by Mills and John (2021) as "a strategic brand narrative comprising critical elements of plot and character with the purpose of representing the brand in a meaningful way to consumers" (p. 2). Effective marketing involves storytelling: stories not only engage consumers but connect with them on an emotional level (Merchant et al, 2010). The linguistic content of stories that captivate and engage audiences is rooted in the emotional content that elicits arousal and uncertainty via language, capturing the viewer's attention (Berger et al, 2023).…”

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confidence: 99%

Nostalgia-based marketing campaigns and sport participation

O'Reilly,

Paras,

Gierc

et al. 2024

IJSMS

Self Cite

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PurposeFramed by nostalgia marketing, this research draws upon lessons from ParticipACTION, a Canadian non-profit health promotion organization, to examine one of their most well-known campaigns, Body Break with ParticipACTION, in order to assess the potential role for nostalgia-based marketing campaigns in sport participation across generational cohorts.Design/methodology/approachExploratory sequential mixed methods involving two studies were completed on behalf of ParticipACTION, with the authors developing the research instruments and the collection of the data undertaken by research agencies. Study 1 was the secondary analysis of qualitative data from five focus groups with different demographic compositions that followed a common question guide. Study 2 was a secondary data analysis of a pan-Canadian online survey with a sample (n = 1,475) representative of the overall adult population that assessed awareness of, and attitudes toward, ParticipACTION, Body Break, physical activity and sport participation. Path analysis tested a proposed model that was based on previous research on attitudes, brand and loyalty. Further, multi-group path analyses were conducted to compare younger generations with older ones.FindingsThe results provide direction and understanding of the importance of nostalgia in marketing sport participation programs across generational cohorts. For instance, in the four parent-adult focus groups, unaided references as well as frequent and detailed comments regarding Body Break were observed. Similarly, Millennials reported that Body Break was memorable, Canadian and nostalgic, with a mix of positive and negative comments. The importance of nostalgia was supported sequentially via results from the national survey. For example, while 54.1% of the 40–54 age-group associated ParticipACTION positively with Body Break, so did 49.8% of the 25–39-year age group, most of whom were not born when the promotion ran. Further, brand resonance was found to explain 4% more variance in moderate-to-vigorous physical activity (MVPA), the proxy for sport participation, for younger people compared to older people.Practical implicationsResults provide direction to brands, properties and agencies around the use of nostalgia in sport marketing campaigns and sponsorship efforts. For brands seeking to sponsor sport properties to alter their image with potential consumers in a new market, associating with a sport property that many view as nostalgic could improve the impact of the campaign. On the sport property side, event managers and marketers should both identify existing assets that members or fans are nostalgic about, as well as consider building nostalgia into current and new properties they develop.Originality/valueThis research is valuable to the sport marketing and sponsorship literature through several contributions. First, the use of nostalgia marketing, and nostalgia in general, is novel in the sport marketing and sponsorship literature, with future research in nostalgia and sponsorship recommended. Second, the potential to adopt or adapt Body Break to other sport participation and physical activity properties is empirically supported. Finally, the finding that very effective promotions can have a long-lasting effect, both on those who experienced the campaigns as well as younger populations who only heard about it, is notable.

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Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain

Medina Aguerrebere,

Medina,

Gonzalez Pacanowski

2023

ZER- Rev. estud. comun.

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This paper aims to evaluate how hospitals manage mobile applications to reinforce their relations with patients and promote their brands. To do that, we conducted a literature review about hospitals’ corporate communication, their branding initiatives, and their use of mobile apps for this purpose; then, we defined 36 indicators to quantitively analyze how the 150 best hospitals in Spain used mobile apps to promote their brands. We concluded that hospitals should follow a public health logic to develop mobile apps that contribute to establish a new communication paradigm among patients and doctors.

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Marketing Physical Activity? Exploring the Role of Brand Resonance in Health Promotion

Cited by 8 publications

References 49 publications

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Impact of Perceived Product Value on Customer-Based Brand Equity: Marx’s Theory – Value-Based Perspective

Nostalgia-based marketing campaigns and sport participation

Promoting Hospitals’ Brand Reputation through Mobile Apps. A Quantitative Analysis about the Best Hospitals in Spain

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