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Understanding the Influence of the Fresh Empire Public Education Campaign on Hiphop Youth in the United States Using a Brand Equity Framework and the Theory of Normative Social Behavior
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| 자료유형 | 학위논문 |
|---|---|
| 서명/저자사항 | Understanding the Influence of the Fresh Empire Public Education Campaign on Hiphop Youth in the United States Using a Brand Equity Framework and the Theory of Normative Social Behavior. |
| 개인저자 | Curry, Laurel E. |
| 단체저자명 | The George Washington University. Public Health. |
| 발행사항 | [S.l.]: The George Washington University., 2019. |
| 발행사항 | Ann Arbor: ProQuest Dissertations & Theses, 2019. |
| 형태사항 | 172 p. |
| 기본자료 저록 | Dissertations Abstracts International 81-05A. Dissertation Abstract International |
| ISBN | 9781687903518 |
| 학위논문주기 | Thesis (Dr.P.H.)--The George Washington University, 2019. |
| 일반주기 |
Source: Dissertations Abstracts International, Volume: 81-05, Section: A.
Advisor: Evans, William D. |
| 이용제한사항 | This item must not be sold to any third party vendors.This item must not be added to any third party search indexes. |
| 요약 | The objectives of this dissertation were to explore the mechanism of the Fresh Empire public education campaign's effects on campaign-targeted social norms about tobacco use among adolescents who identify with the Hip-hop peer crowd. The first study examines the properties of a set of items designed to measure equity in the Fresh Empire brand among the campaign target audience and presents evidence for reliability and validity of that measure. The two subscales found to underlie the items-brand personality/loyalty and perceived brand popularity-behaved as expected with other campaign evaluation measures like campaign receptivity and awareness: both perceived effectiveness, a measure of receptivity, and campaign awareness increased as brand equity increased. Campaign-targeted norms were also associated with brand equity in the expected direction such that higher levels of brand equity were associated with perceiving fewer friends and peers smoke, less willingness to associate with smokers, greater nonsmoking injunctive norms, and lower odds of current smoking. The second study examines whether brand equity mediates the relationship between exposure to the Fresh Empire campaign and campaign-targeted norms at a later time point. Using structural equation modeling, the analysis results showed brand equity as a complete mediator of the relationship between campaign awareness and normative beliefs: while campaign awareness was significantly and positively associated with brand equity |
| 일반주제명 | Public health. Communication. Marketing. |
| 언어 | 영어 |
| 바로가기 | 
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