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

Social marketing campaigns promoting moderate-to-vigorous physical activity (MVPA) may be more successful when associated with strong brands. Little is known regarding how brand constructs such as brand resonance may be related to MVPA and its antecedents (e.g., having a physical activity identity. The purpose of this study was to test a model linking ParticipACTION brand constructs (i.e., brand affective attitude, identification, resonance), MVPA antecedents (behavioral affective attitude, identity), and MVPA. This study surveyed 1,475 people (average age = 49 years; 49.1% female) and found that building brand resonance is important for linking branding to MVPA variables. Brand management activities designed to target brand affective attitude may be crucial to helping people feel strong resonance with a brand in a way that supports behavior change.