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Examining the ParticipACTION brand using the brand equity pyramid
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 ...
Title sponsorship of cause-related sport events
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 ...
Make Room for Play: An Evaluation of a Campaign Promoting Active Play
(Informa UK Limited, 2019-02-02)
In the context of rising screen time, only a third of Canadian children are achieving adequate amounts of active play, an important source of physical activity. ParticipACTION, a national not-for-profit organization, created ...
Evaluating the ParticipACTION “Think Again” Campaign
(SAGE Publications, 2016-08-01)
Introduction. ParticipACTION’s 2011 “Think Again” campaign aimed to draw parents’, and specifically mothers’, attention to the amount of physical activity (PA) their children do relative to the national guidelines (physical ...