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