Evaluating Brand Equity in Public Health Campaigns
研究了品牌资产框架在评估泰国三项减少青少年饮酒的全国公共卫生运动中的有效性，发现运动信息曝光与品牌资产正相关，且品牌资产显著影响饮酒行为。
Brand equity has become one of the key concepts used for evaluating commercial brands widely by marketing communications practitioners. However, its role for evaluating public health campaigns has rarely been established. Therefore, this study is aimed to use brand equity as a framework for evaluating public health campaigns. The three national public health campaigns in Thailand for reducing alcohol consumption among Thai youth were purposively selected in this study. They included “MAO MAI KUB” (Don’t Drive Drunk), “NGOD LAO KAO PUNSA” (No Drink in the period of Buddhist Lent Festival), and “RUBNONG PLAUD LAO” (No Drink in freshman initiation activities). The empirical results after simple regression analysis in all three campaigns showed that campaign message exposures from marketing communications tools had a significantly positive relationship with brand equity. Besides, the findings from binary logistic regression analysis in all three campaigns also indicated that brand equity affected alcohol consumption among Thai youth significantly. This study suggests that brand equity can be used as a valuable framework for evaluating the outcome of public health campaigns effectively.