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Measuring Food Brand Awareness in Australian Children: Development and Validation of a New Instrument.

Turner L, Kelly B, Boyland E, Bauman AE - PLoS ONE (2015)

Bottom Line: Brand awareness increased with age (p<0.01) but was not significantly correlated with other variables.Bland-Altman analyses showed good agreement between the ABAI and ABAI-a.The ABAI was able to differentiate children's varying levels of brand awareness.

View Article: PubMed Central - PubMed

Affiliation: School of Health and Society, Faculty of Social Sciences, University of Wollongong, Wollongong, NSW, Australia.

ABSTRACT

Background: Children's exposure to food marketing is one environmental determinant of childhood obesity. Measuring the extent to which children are aware of food brands may be one way to estimate relative prior exposures to food marketing. This study aimed to develop and validate an Australian Brand Awareness Instrument (ABAI) to estimate children's food brand awareness.

Methods: The ABAI incorporated 30 flashcards depicting food/drink logos and their corresponding products. An abbreviated version was also created using 12 flashcards (ABAI-a). The ABAI was presented to 60 primary school aged children (7-11 yrs) attending two Australian after-school centres. A week later, the full-version was repeated on approximately half the sample (n=27) and the abbreviated-version was presented to the remaining half (n=30). The test-retest reliability of the ABAI was analysed using Intra-class correlation coefficients. The concordance of the ABAI-a and full-version was assessed using Bland-Altman plots. The 'nomological' validity of the full tool was investigated by comparing children's brand awareness with food marketing-related variables (e.g. television habits, intake of heavily promoted foods).

Results: Brand awareness increased with age (p<0.01) but was not significantly correlated with other variables. Bland-Altman analyses showed good agreement between the ABAI and ABAI-a. Reliability analyses revealed excellent agreement between the two administrations of the full-ABAI.

Conclusions: The ABAI was able to differentiate children's varying levels of brand awareness. It was shown to be a valid and reliable tool and may allow quantification of brand awareness as a proxy measure for children's prior food marketing exposure.

No MeSH data available.


Related in: MedlinePlus

Bland-Altman plots assessing the validity of the ABAI-a v. the ABAI for recall, recognition and total brand awareness (with and without one outlier) among children (n 30) aged 7–11 yrs, Illawarra, Australia, July-Aug 2014.Plots show the mean difference (centre horizontal lines), and the 95% limits of agreement (dotted lines) for: (a) brand recall, (b) brand recognition, (c) total brand awareness (with outlier), (d) total brand awareness (outlier removed).
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pone.0133972.g002: Bland-Altman plots assessing the validity of the ABAI-a v. the ABAI for recall, recognition and total brand awareness (with and without one outlier) among children (n 30) aged 7–11 yrs, Illawarra, Australia, July-Aug 2014.Plots show the mean difference (centre horizontal lines), and the 95% limits of agreement (dotted lines) for: (a) brand recall, (b) brand recognition, (c) total brand awareness (with outlier), (d) total brand awareness (outlier removed).

Mentions: Bland-Altman plots were constructed to show the mean agreement between the two versions of the tool (full and abbreviated) for total recall, total recognition, total brand awareness including one outlier, and total brand awareness excluding one outlier (Fig 2). The outlier was excluded based on the considerable difference (18.5 points) between the ABAI score obtained in Interview 1 and the equivalent ABAI-a score from Interview 2.


Measuring Food Brand Awareness in Australian Children: Development and Validation of a New Instrument.

Turner L, Kelly B, Boyland E, Bauman AE - PLoS ONE (2015)

Bland-Altman plots assessing the validity of the ABAI-a v. the ABAI for recall, recognition and total brand awareness (with and without one outlier) among children (n 30) aged 7–11 yrs, Illawarra, Australia, July-Aug 2014.Plots show the mean difference (centre horizontal lines), and the 95% limits of agreement (dotted lines) for: (a) brand recall, (b) brand recognition, (c) total brand awareness (with outlier), (d) total brand awareness (outlier removed).
© Copyright Policy
Related In: Results  -  Collection

License
Show All Figures
getmorefigures.php?uid=PMC4519263&req=5

pone.0133972.g002: Bland-Altman plots assessing the validity of the ABAI-a v. the ABAI for recall, recognition and total brand awareness (with and without one outlier) among children (n 30) aged 7–11 yrs, Illawarra, Australia, July-Aug 2014.Plots show the mean difference (centre horizontal lines), and the 95% limits of agreement (dotted lines) for: (a) brand recall, (b) brand recognition, (c) total brand awareness (with outlier), (d) total brand awareness (outlier removed).
Mentions: Bland-Altman plots were constructed to show the mean agreement between the two versions of the tool (full and abbreviated) for total recall, total recognition, total brand awareness including one outlier, and total brand awareness excluding one outlier (Fig 2). The outlier was excluded based on the considerable difference (18.5 points) between the ABAI score obtained in Interview 1 and the equivalent ABAI-a score from Interview 2.

Bottom Line: Brand awareness increased with age (p<0.01) but was not significantly correlated with other variables.Bland-Altman analyses showed good agreement between the ABAI and ABAI-a.The ABAI was able to differentiate children's varying levels of brand awareness.

View Article: PubMed Central - PubMed

Affiliation: School of Health and Society, Faculty of Social Sciences, University of Wollongong, Wollongong, NSW, Australia.

ABSTRACT

Background: Children's exposure to food marketing is one environmental determinant of childhood obesity. Measuring the extent to which children are aware of food brands may be one way to estimate relative prior exposures to food marketing. This study aimed to develop and validate an Australian Brand Awareness Instrument (ABAI) to estimate children's food brand awareness.

Methods: The ABAI incorporated 30 flashcards depicting food/drink logos and their corresponding products. An abbreviated version was also created using 12 flashcards (ABAI-a). The ABAI was presented to 60 primary school aged children (7-11 yrs) attending two Australian after-school centres. A week later, the full-version was repeated on approximately half the sample (n=27) and the abbreviated-version was presented to the remaining half (n=30). The test-retest reliability of the ABAI was analysed using Intra-class correlation coefficients. The concordance of the ABAI-a and full-version was assessed using Bland-Altman plots. The 'nomological' validity of the full tool was investigated by comparing children's brand awareness with food marketing-related variables (e.g. television habits, intake of heavily promoted foods).

Results: Brand awareness increased with age (p<0.01) but was not significantly correlated with other variables. Bland-Altman analyses showed good agreement between the ABAI and ABAI-a. Reliability analyses revealed excellent agreement between the two administrations of the full-ABAI.

Conclusions: The ABAI was able to differentiate children's varying levels of brand awareness. It was shown to be a valid and reliable tool and may allow quantification of brand awareness as a proxy measure for children's prior food marketing exposure.

No MeSH data available.


Related in: MedlinePlus