Five areas to advance branding theory and practice

The paper suggests five areas to advance branding theory and practice based on the authors’ recent work in brand management. In this commentary, we aim to put forward suggestions and ideas for further research in brand management; ideas, which we believe will have an impact on the way branding is researched and practiced by both academics and practitioners alike. We will focus on the future of branding in the following areas, inspired by our own work in the field: (1) branding in higher education, (2) branding in Asia Pacific, (3) brand ambidexterity, (4) brand innovation on social media, and (5) brand likeability

Lifestyle and the Stages of Change in Weight Loss

Stoltz and Kern (2007) posited that the Transtheoretical Model of Change (TTM) could be integrated with Individual Psychology to develop a more holistic conceptualization of the health behavior change process. This study tests this conceptualization by exploring the relationship of lifestyle and the TTM in a weight loss sample. This study included 210 participants that completed the BASIS-A Inventory (Wheeler, Kern, & Curlette, 1993; the Weight: Staging Algorithm (Prochaska, 1979), the Weight: Processes of Change (Prochaska, Velicer, DiClemente, & Fava, 1988), and the Weight: Decisional Balance (Velicer, DiClemente, Prochaska, & Brandenburg, 1985) scales of the TTM; and a demographics sheet. Measurement of the TTM scales and demographic variables was taken twice, with a six-month interval between administrations. The results identified significant relationships between lifestyle attributes and elements of the TIM, and significant differences between the lifestyles of groups that make movement in the stages of change. These findings have important implications for using lifestyle attributes in helping individuals engage in weight managementPsichologijos katedraVytauto Didžiojo universiteta