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The brand equity pyramid is a theory that explains how people develop loyalty and an attachment to a brand. The purpose of this study is to test whether the predictions made by the theory hold when applied to the brand of ParticipACTION, a Canadian non-profit organization that promotes active living. A secondary objective was to test whether this theory predicted intentions to be more physically active.

A research agency conducted a cross-sectional, online brand health survey on behalf of ParticipACTION. Exploratory factor analysis and confirmatory factor analysis established the factor structure. Structural equation modeling was used to test the hypothesized model.

A nationally representative sample of Canadian adults (N = 1,191) completed the survey. Exploratory factor analysis and confirmatory factor analysis supported a hypothesized five-factor brand equity framework (i.e. brand identity, brand meaning, brand responses, brand resonance and intentions). A series of structural equation models also provided support for the hypothesized relationships between the variables.

Though preliminary, the results provide a guide for understanding the branding process in the activity-promotion context. The constructs identified as being influential in this process can be targeted by activity-promotion organizations to improve brand strength. A strong organizational brand could augment activity-promotion interventions. A strong brand may also help the organization better compete against other brands promoting messages that are antithetical to their own.

This is the first study to test the brand equity pyramid using an activity-promotion brand. Results demonstrate that the brand equity pyramid may be useful in this context.

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.

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.

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.

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.

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.

Corporations often benefit from associating their brand(s) with a sports property; in some cases, the property is owned or supported by a not-for-profit organization (NFP) championing a cause. Title sponsorship of such a sport event has received limited research attention but is important to a NFP for raising funds and in-kind contributions to support their cause. The purpose of this paper is to investigate title sponsorship of cause-related sport events.

This research examines the title sponsorship of a cause-related sport event and its effectiveness in relation to the event, the organization, the cause and other sponsors of the NFP. Specifically, this study examines these questions in the context of a specific annual event, Sports Day in Canada organized by ParticipACTION, a national Canadian NFP and whose title sponsor is Royal Bank of Canada (RBC).

Results show that title sponsorship has significant potential value for the sponsor and the cause, perhaps to the detriment of other (lower tier) sponsors of the event and the NFP.

This research has value to sponsors and cause-related sport events alike. In the case of sponsors, it provides insight into the value of title sponsorship vs other categories of sponsorship, for a brand considering sponsorship of cause-related sport property. For cause-related sport events, the research informs about the importance and possible revenue generation opportunity linked to the title sponsor category.