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Purpose - This research aims to examine the impact of celebrity credibility on consumer-based equity of the endorsed brand. The mediating role of brand credibility and the moderating role of the type of branding (parent versus sub-brand) employed by the endorsed brand on the endorser credibility-brand equity relationship are also to be examined. The endorser credibility-brand equity relationship was developed using associative learning principles whereas the brand signalling theory is applied to examine the mediating role of brand credibility.Design methodology approach - The conceptual framework was tested using a field experiment. Data were collected using a mall-intercept approach at a shopping centre from a sample of consumers in a metropolitan Australian city. The data were analysed using structural equation modelling.Findings - Results suggest endorser credibility has an indirect impact on brand equity when this relationship is mediated by brand credibility. This mediating relationship was moderated by type of branding. However, the \"endorser credibility-brand credibility\" and \"endorser credibility-brand equity\" relationships did not vary according to the type of branding employed.Practical implications - In support of past findings, the present study shows that a celebrity endorser should be one who is perceived as credible based on their attractiveness, expertise and trustworthiness. Moreover, in this research, even a moderately low credibility endorser proved to be able to build the brand.Originality value - The present study is one of the first to empirically examine and confirm the impact of endorser credibility on brand credibility and consumer-based brand equity.

In today’s marketplace, consumers want brands to take a stand on sociopolitical issues. When brands match activist messaging, purpose, and values with prosocial corporate practice, they engage in authentic brand activism, creating the most potential for social change and the largest gains in brand equity. In contrast, brands that detach their activist messaging from their purpose, values, and practice are enacting inauthentic brand activism through the practice of “woke washing,” potentially misleading consumers with their claims, damaging both their brand equity and potential for social change. First, the authors draw on theory to inform a typology of brand activism to determine how, and when, a brand engaging with a sociopolitical cause can be viewed as authentic. Second, a theory-driven framework identifies moderate, optimal incongruence between brand and cause as a boundary condition, showing how brand activists may strengthen outcomes in an increasingly crowded marketplace. Third, the authors explore important policy and practice implications for current and aspiring brand activists, from specific brand-level standards in marketing efforts to third-party certifications and public sector partnerships.

Empirical evidence concerning the effects of brand activism on brand equity is growing but remains mixed at best. Although non-profit brands increasingly implement activism initiatives, there are not yet any studies that look outside the commercial sector. Non-profit brands are well placed to step up and engage in political dialogue—social change is at their core. Yet, the risks of neglecting a warm charitable image are considerable in terms of alienating current supporters and losing donations. Our research contributes to this debate by employing signalling theory to examine the effects of non-profit brand activism on brand equity in the ‘third sector’. The mediating roles of brand bravery and brand hypocrisy in this central relationship are also explored. Survey data were obtained from 518 British respondents and analysed using structural equation modelling. Our results show evidence of partial serial mediation, where the direct negative effect of non-profit brand activism on brand equity is eliminated in the presence of brand bravery and brand hypocrisy. Interestingly, in studying the mediated-moderation links, we also find the strengthening effects of a donor’s moral foundations at play. Our study suggests that there are equity gains for non-profit brands that shed traditional ‘warmth’ positioning and embrace activism and bravery.

Purpose While brand purpose has gained traction in academia and industry, it overlaps with other socially-oriented branding concepts, generating confusion and criticism around what brand purpose is and how it should be implemented. This study aims to clarify conceptualisations of brand purpose and related concepts, developing a managerial framework for effective implementation and contributing a future research agenda for scholars. Design/methodology/approach The paper presents the results of a systematic literature review on brand purpose, exploring the current knowledge. A total of 202 studies from 75 journals were drawn from a wide range of databases and met the identified criteria relevant to brand purpose, published up to and including 2023. Full papers were empirically analysed using qualitative iterative thematic analysis to identify common and emerging themes and synthesise this into a framework. Findings Beyond identifying the diverse applications of brand purpose, the BEING framework is proposed. This acronym captures five principles of brand purpose: beyond profit, enduring commitment, integrated values, nurturing stakeholders and genuine action. Practical implications The BEING framework provides clear managerial guidance for implementing brand purpose, urging brand leaders to enact meaningful brand purpose and champion purpose within organisations. Social implications As more brands pursue a higher purpose, this research elucidates the meaning of brand purpose and offers an actionable framework for brands to contribute to a better world. Originality/value This work examines the related branding concepts, clarifying the brand purpose concept and offering the BEING framework to articulate essential components of effective brand purpose.

Purpose Past integrated marketing communications (IMC) frameworks have established brand contacts as important sources of information and feedback. This paper aims to discuss how the presence of multiple brand stakeholders and the proliferation of digital media increase the amount of brand information generated exponentially. When a firm fails to harness this information, it risks misalignment between brand identity and brand image, which, in turn, tarnishes brand-equity. Design/methodology/approach Past IMC frameworks are reviewed and extended to identify specific brand contact points between multiple stakeholders that hold significant potential to dynamically reconfigure brand identity. Theoretical propositions regarding the IMC function’s role in managing these contact points to generate brand-equity are offered. Findings The brand contacts described and their successful integration into a firm’s brand-equity strategy extend current IMC-based brand-equity models and suggest fruitful, novel avenues for creating brand-equity. Further, these brand contacts offer practical examples of how the scope of marketing communications can be redefined. Originality/value This paper contributes to the body of research on the elevation of IMC to a strategic level function. In addition to the synergistic communication of the brand offering, IMC needs to play a pivotal role in coordinating the contacts between the brand and stakeholders, and in extrapolating relevant brand insights from these contacts.

This letter explores an extension of the use of Faff's (2015b) pitch template to a collaborative research setting. The pitch template can be used to enhance communication and clarify assumptions early in the research process, as well as to provide a backbone for the completion of the research. The authors offer their personal reflections on the use of the pitch and encourage other collaborative teams to use this tool to map out their future research projects.

This case study examined students, with profound physical and/or cognitive disabilities, participating in a daily aquatic swimming class. The curriculum for this class provided each student with individualized instruction in water fitness activities, water recreation and basic swimming skills. Combinations of adapted aquatic instruction were used to address student performance in gross motor skills, fitness and independent execution of requested tasks. The instructional combinations included aquatic instruction based on the Halliwick Method, Project INSPIRE and Special Olympics. Information gathered from these daily aquatic sessions showed student progress in their gross motor skills, fitness levels and progress in initiating tasks independently. The students were observed over a 7 week period, but progress was noted for the entire 9 months of participation.

By treating people as an individual, I have built up a core base of loyal customers who return time and again, although one problem we are having is getting the message across to the new customers that we are here.

IntroductionObese men with prostate cancer have an increased risk of biochemical recurrence, metastatic disease and mortality. For those undergoing androgen deprivation therapy (ADT), substantial increases in fat mass are observed in the first year of treatment. Recently, we showed that a targeted supervised clinic-based exercise and nutrition intervention can result in a substantial reduction in fat mass with muscle mass preserved in ADT-treated patients. However, the intervention needs to be accessible to all patients and not just those who can access a supervised clinic-based programme. The purpose of this study was to evaluate the efficacy of telehealth delivered compared with supervised clinic-based delivered exercise and nutrition intervention in overweight/obese patients with prostate cancer.Methods and analysisA single-blinded, two-arm parallel group, non-inferiority randomised trial will be undertaken with 104 overweight/obese men with prostate cancer (body fat percentage ≥25%) randomly allocated in a ratio of 1:1 to a telehealth-delivered, virtually supervised exercise and nutrition programme or a clinic-based, face-to-face supervised exercise and nutrition programme. Exercise will consist of supervised resistance and aerobic exercise performed three times a week plus additional self-directed aerobic exercise performed 4 days/week for the first 6 months. Thereafter, for months 7–12, the programmes will be self-managed. The primary endpoint will be fat mass. Secondary endpoints include lean mass and abdominal aortic calcification, anthropometric measures and blood pressure assessment, objective measures of physical function and physical activity levels, patient-reported outcomes and blood markers. Measurements will be undertaken at baseline, 6 months (post intervention), and at 12 months of follow-up. Data will be analysed using intention-to-treat and per protocol approaches.Ethics and disseminationEthics approval has been obtained from the Edith Cowan University Human Research Ethics Committee (ID: 2021–02157-GALVAO). Outcomes from the study will be published in academic journals and presented in scientific and consumer meetings.Trial registration numberACTRN12621001312831.

IntroductionA potential link exists between prostate cancer (PCa) disease and treatment and increased inflammatory levels from gut dysbiosis. This study aims to examine if exercise favourably alters gut microbiota in men receiving androgen deprivation therapy (ADT) for PCa. Specifically, this study will explore whether: (1) exercise improves the composition of gut microbiota and increases the abundance of bacteria associated with health promotion and (2) whether gut health correlates with favourable inflammatory status, bowel function, continence and nausea among patients participating in the exercise intervention.Methods and analysisA single-blinded, two-armed, randomised controlled trial will explore the influence of a 3-month exercise programme (3 days/week) for men with high-risk localised PCa receiving ADT. Sixty patients will be randomly assigned to either exercise intervention or usual care. The primary endpoint (gut health and function assessed via feacal samples) and secondary endpoints (self-reported quality of life via standardised questionnaires, blood biomarkers, body composition and physical fitness) will be measured at baseline and following the intervention. A variety of statistical methods will be used to understand the covariance between microbial diversity and metabolomics profile across time and intervention. An intention-to-treat approach will be utilised for the analyses with multiple imputations followed by a secondary sensitivity analysis to ensure data robustness using a complete cases approach.Ethics and disseminationEthics approval was obtained from the Human Research Ethics Committee of Edith Cowan University (ID: 19827 NEWTON). Findings will be reported in peer-reviewed publications and scientific conferences in addition to working with national support groups to translate findings for the broader community. If exercise is shown to result in favourable changes in gut microbial diversity, composition and metabolic profile, and reduce gastrointestinal complications in PCa patients receiving ADT, this study will form the basis of a future phase III trial.Trial registration numberANZCTR12618000280202.