Examining the Protective Effects of Brand Equity in the keepin' it REAL Substance Use Prevention Curriculum

Health Communication

Volumn 26, Issue 7, 2011, Pages 605-614

  Lee, Jeong Kyu ^a   Hecht, Michael L ^b  

^a ClearWay Minnesota ^*  (United States)

^b PENNSYLVANIA STATE UNIVERSITY   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

ADDICTION; ADOLESCENT; ADVERTIZING; ARTICLE; CROSS-SECTIONAL STUDY; CURRICULUM; FEMALE; HEALTH PROMOTION; HUMAN; MALE; METHODOLOGY; SELF CONCEPT;

ADOLESCENT; ADVERTISING AS TOPIC; CROSS-SECTIONAL STUDIES; CURRICULUM; FEMALE; HEALTH PROMOTION; HUMANS; MALE; SELF EFFICACY; SUBSTANCE-RELATED DISORDERS;

EID: 84857081284     PISSN: 10410236     EISSN: None     Source Type: Journal    
DOI: 10.1080/10410236.2011.560797     Document Type: Article

References (49)

1. Aaker, D. A. 1991. Managing brand equity, New York: Free Press.
2. Aaker, D. A. 1996. Building brand equity, New York: Simon & Schuster.
3. Ary, D. and Biglan, A. 1988. Longitudinal changes in adolescent cigarette smoking behavior: Onset and cessation. Journal of Behavioral Medicine, 11: 361-382.
4. TM campaign: Applying a branding strategy in public health. American Journal of Preventive Medicine, 34: 183-187.
5. Bandura, A. 1986. Social foundations of thought and action: A social cognitive theory, Englewood Cliffs, NJ: Prentice Hall.
6. Bandura, A. 1999. "A social cognitive theory of personality". In Handbook of personality, Edited by: Pervin, L. and John, O. 154-196. New York: Guilford Publications.
7. Bandura, A. 2001. Social cognitive theory of mass communication. Media Psychology, 3: 265-299.
8. Bandura, A. 2004. Health promotion by social cognitive means. Health Education & Behavior., 31: 143-164.
9. Batra, R., Myers, J. G. and David, A. 1996. Advertising management, Upper Saddle River, NJ: Prentice Hall.
10. Biglan, A., Ary, D. V., Smolkowski, K., Duncan, T. and Black, C. 2000. A randomized controlled trial of a community intervention to prevent adolescent tobacco use. Tobacco Control, 9: 24-32.
11. sm campaign. Social Marketing Quarterly, 10: 3-15.
12. Blitstein, J. L., Evans, W. D. and Driscoll, D. L. 2008. "What is a public health brand?". In Public health branding: Applying marketing for social change, Edited by: Evans, W. D. and Hastings, G. 25-41. Oxford, UK: Oxford University Press.
13. Calkins, T. 2005. "Introduction: The challenge of branding". In Kellogg on branding: The marketing faculty of the Kellogg School of Management, Edited by: Tybout, A. M. and Calkins, T. 1-8. Hoboken, NJ: John Wiley & Sons.
14. Cobb-Walgren, C. J., Ruble, C. A. and Donthu, N. 1995. Brand equity, brand preference, and purchase intent. Journal of Advertising, 24: 25-40.
15. Conrad, K. M., Flay, B., R. and Hill, D. 1992. Why children start smoking cigarettes: Predictors of onset. British Journal of Addiction, 87: 1171-1724.
16. Evans, D., Blitstein, J., Hersey, J. C., Renaud, J. and Yaroch, A. L. 2008. Systematic review of public health branding. Journal of Health Communication, 13: 721-741.
17. Evans, W., Blitstein, J. and Hersey, J. C. 2008. "Evaluation of public health brands: Design, measurement, and analysis". In Public health branding: Applying marketing for social change, Edited by: Evans, W. D. and Hastings, G. 43-71. Oxford, UK: Oxford University Press.
18. sm campaign. Journal of Health Communication, 9: 1-17.
19. sm brand. Journal of Health Communication, 10: 181-192.
20. Evans, W. D., Renaud, J., Blitstein, J., Hersey, J., Connors, S., Schieber, B. and Willett, J. 2007. Prevention effects of an anti-tobacco brand on adolescent smoking initiation. Social Marketing Quarterly, 13: 19-38.
21. Evans, W. D. and Hastings, G. 2008. "Public health branding: Recognition, promise, and delivery of healthy lifestyles". In Public health branding: Applying marketing for social change, Edited by: Evans, W. D. and Hastings, G. 3-24. Oxford, UK: Oxford University Press.
22. sm campaign. Social Marketing Quarterly, 3: 17-29.
23. Gordon, J., Biglan, A. and Smolkowski, K. 2008. The impact on tobacco use of branded youth anti-tobacco activities and family communication about tobacco. Prevention Science, 9: 73-87.
24. Graham, J. W., Cumsille, P. E. and Elek-Fisk, E. 2003. "Methods of handling missing data". In Research methods in psychology, Edited by: Schinka, J. A. and Velicer, W. F. 87-114. New York: John Wiley & Sons.
25. Hayes, A. F. 2009. Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monograph, 76: 408-420.
26. Hecht, M. L., Graham, J. W. and Elek, E. 2006. The drug resistance strategies intervention: Program effects on substance use. Health Communication, 20: 267-276.
27. Hecht, M. L. and Lee, J. K. 2008. "Branding through cultural grounding: The keepin' it REAL curriculum". In Public health branding: Applying marketing for social change, Edited by: Evans, W. D. and Hastings, G. 161-179. Oxford, UK: Oxford University Press.
28. Hecht, M. L. and Miller-Day, M. A. 2009. "The drug resistance strategies project: Using narrative theory to enhance adolescents' communication competence". In Routledge handbook of applied communication, Edited by: Frey, L. and Cissa, K. 535-557. London: Routledge.
29. Hecht, M. L., Warren, J. W., Wagstaff, D. A. and Elek, E. 2008. Substance use, resistance skills, decision making, and refusal efficacy among Mexican and Mexican American preadolescents. Health Communication, 23: 349-357.
30. Hornik, R., Jacobsohn, L., Orwin, R., Piesse, A. and Kalton, G. 2008. Effects of the National Youth Anti-Drug Media Campaign on youths. American Journal of Public Health, 98: 2229-2236.
31. Hu, L. and Bentler, P. M. 1999. Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6: 1-55.
32. TM campaign. Pediatrics, 116: 247-254.
33. Jacobsohn, L. and Hornik, R. C. 2008. "High brand recognition in the context of an unsuccessful communication campaign: The national youth anti-drug media campaign". In Public health branding: Applying marketing for social change, Edited by: Evans, W. D. and Hastings, G. 147-160. Oxford, UK: Oxford University Press.
34. Kasen, S., Vaughan, R. D. and Walter, H. J. 1992. Self-efficacy for AIDS preventive behaviors among tenth grade students. Health Education Quarterly, 19: 187-202.
35. Keller, K. L. 1993. Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57: 1-22.
36. Keller, K. L. 1998. Branding perspectives on social marketing. Advances in Consumer Research, 25: 299-302.
37. Keller, K. L. 1999. The brand report card, Cambridge, MA: Harvard Business School Press.
38. Kline, R. B. 2005. Principles and practice of structural equation modeling, 2nd, New York: Guilford Press.
39. Levine, I. P. and Hart, S. S. 2003. Risk perceptions in young children: Early evidence of individual differences in reaction to potential gains and losses. Journal of Behavioral Decision Making, 16: 397-413.
40. Morrongiello, B. A. and Dawber, T. 2004. Identifying factors that relate to children's risky decisions. Canadian Journal of Behavioral Science, 36: 255-266.
41. Muthen, L. K and Muthen, B. O. 2007. Mplus user's guide, Los Angeles, CA: Muthen & Muthen.
42. Preacher, K. J. and Hayes, A. F. 2008. "Contemporary approach to assessing mediation in communication research". In The Sage source book of advanced data analysis methods for communication research, Edited by: Hayes, A. F., Slater, M. D. and Snyder, L. B. 13-54. Thousand Oaks, CA: Sage.
43. TM brand using a brand equity framework. Social Marketing Quarterly, 15: 66-82.
44. Schafer, J. L. and Graham, J. W. 2002. Missing data: Our view of the state of the art. Psychological Methods, 7: 147-177.
45. Sheeskika, J. D., Woolcott, D. M. and MacKinnon, N. J. 1993. Social cognitive theory as a framework to explain intentions to practice healthy eating behaviors. Journal of Applied Soc.ial Psychology, 23: 1547-1573.
46. Skara, S. and Sussman, S. 2003. A review of long-term adolescent tobacco and other drug use prevention program evaluations. Preventive Medicine, 37: 451-474.
47. Slater, M. D., Kelly, K. J., Edwards, R. W., Thurman, P. J., Plested, B. A., Keefe, T. J... and Henry, K. L. 2006. Combining in-school and community-based media efforts: Reducing marijuana and alcohol uptake among younger adolescents. Health Education Research, 21: 157-167.
48. th grade current smokers in Texas. Addictive Behaviors, 32: 1863-1876.
49. Tyc, V. L., Hadley, W., Allen, D., Varnell, S., Ey, S. and Rai, S. N. 2004. Predictors of smoking intentions and smoking status among nonsmoking and smoking adolescents. Addictive Behaviors, 29: 1143-1147.