IDEAS home Printed from https://ideas.repec.org/a/gam/jijerp/v14y2017i12p1517-d121960.html
   My bibliography  Save this article

The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults

Author

Listed:
  • Donna Vallone

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA
    Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA
    College of Global Public Health, New York University, New York, NY 10003, USA)

  • Marisa Greenberg

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA)

  • Haijun Xiao

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA)

  • Morgane Bennett

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA)

  • Jennifer Cantrell

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA
    Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA)

  • Jessica Rath

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA
    Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA)

  • Elizabeth Hair

    (Truth Initiative Schroeder Institute, 900 G Street NW, Fourth Floor, Washington, DC 20001, USA
    Department of Health, Behavior and Society, Johns Hopkins Bloomberg School of Public Health, Baltimore, MD 21205, USA)

Abstract

Policy interventions such as public health mass media campaigns disseminate messages in order to improve health-related knowledge, attitudes, beliefs and behaviors at the population level. Only more recently have campaigns that promote health-related behaviors adopted branding, a well-established marketing strategy, to influence how consumers think and feel about a message. This study examines whether positive brand equity for the national truth ® campaign is associated with lower likelihood of cigarette use over time using the nationally representative Truth Longitudinal Cohort of youth and young adults, aged 15–21. Logistic regression models were used to examine the relationship between brand equity and the likelihood of reporting past 30-day smoking over a 12-month period. Respondents who reported positive brand equity were significantly less likely to report past 30-day smoking 12 months later (OR = 0.66, p < 0.05), controlling for covariates known to influence tobacco use behavior. Findings also translate the effect size difference to a population estimate of more than 300,000 youth and young adults having been prevented from current smoking over the course of a year. Building brand equity is a strategic process for health promotion campaigns, not only to improve message recall and salience but also to influence behavioral outcomes.

Suggested Citation

  • Donna Vallone & Marisa Greenberg & Haijun Xiao & Morgane Bennett & Jennifer Cantrell & Jessica Rath & Elizabeth Hair, 2017. "The Effect of Branding to Promote Healthy Behavior: Reducing Tobacco Use among Youth and Young Adults," IJERPH, MDPI, vol. 14(12), pages 1-13, December.
  • Handle: RePEc:gam:jijerp:v:14:y:2017:i:12:p:1517-:d:121960
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/1660-4601/14/12/1517/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/1660-4601/14/12/1517/
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Elizabeth C. Hair & David R. Holtgrave & Alexa R. Romberg & Morgane Bennett & Jessica M. Rath & Megan C. Diaz & Donna M. Vallone, 2019. "Cost-Effectiveness of Using Mass Media to Prevent Tobacco Use among Youth and Young Adults: The FinishIt Campaign," IJERPH, MDPI, vol. 16(22), pages 1-9, November.
    2. Brian W. Weir & Jennifer Cantrell & David R. Holtgrave & Marisa S. Greenberg & Ryan D. Kennedy & Jessica M. Rath & Elizabeth C. Hair & Donna Vallone, 2018. "Cost and Threshold Analysis of the FinishIt Campaign to Prevent Youth Smoking in the United States," IJERPH, MDPI, vol. 15(8), pages 1-7, August.
    3. Alexa R. Romberg & Morgane Bennett & Shreya Tulsiani & Bethany Simard & Jennifer M. Kreslake & Dionisios Favatas & Donna M. Vallone & Elizabeth C. Hair, 2020. "Validating Self-Reported Ad Recall as a Measure of Exposure to Digital Advertising: An Exploratory Analysis Using Ad Tracking Methodology," IJERPH, MDPI, vol. 17(7), pages 1-12, March.
    4. Jessica Liu & Donghee N. Lee & Elise M. Stevens, 2023. "Characteristics Associated with Young Adults’ Intentions to Engage with Anti-Vaping Instagram Posts," IJERPH, MDPI, vol. 20(11), pages 1-13, June.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jijerp:v:14:y:2017:i:12:p:1517-:d:121960. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.