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Public Health BrandingApplying marketing for social change$
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W. Douglas Evans and Gerard Hastings

Print publication date: 2008

Print ISBN-13: 9780199237135

Published to Oxford Scholarship Online: September 2009

DOI: 10.1093/acprof:oso/9780199237135.001.0001

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Evaluation of public health brands: Design, measurement, and analysis

Evaluation of public health brands: Design, measurement, and analysis

(p.43) 3 Evaluation of public health brands: Design, measurement, and analysis
Public Health Branding

W. Douglas Evans

Jonathan Blitstein

James C. Hersey

Oxford University Press

Brand equity is the higher order construct that captures the effects of commercial and public health brands on outcomes. This chapter focuses on the effects of brand equity on individual health behaviour, but effects on upstream outcomes are important topics for future research. Brand equity mediates the effects of message exposure on consumer choice and health behaviour.

Keywords:   evaluation, formative research, branding, mediation, message exposure, factor analysis

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