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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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4.1a Branding for Health Products: Effect on Condom Purchase and Use Intentions

Saturday, March 30, 2019 at 8:30 AM–10:00 AM CDT
1-Normandy A
Abstract

Branding is crucial to eliciting perceived quality, to the extent that some consumers believe that unbranded products can be a waste of money. A long line of researchers has been concerned with best practices for promoting condoms as a means to promote safe sex behaviors. In studying methods of adoption, however, research in condom retailing lacks development. In two studies, this article extends the health branding literature by investigating the role of brands in consumers’ intentions to purchase and use condoms, as well as trust in branded and unbranded health products.

 

First & Corresponding Author

Juan Mundel, DePaul University
Authors in the order to be printed.

Juan Mundel, DePaul University

Additional Authors

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