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Social Marketing Research for Global Public HealthMethods and Technologies$
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W. Douglas Evans

Print publication date: 2016

Print ISBN-13: 9780199757398

Published to Oxford Scholarship Online: August 2016

DOI: 10.1093/acprof:oso/9780199757398.001.0001

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Brand Research

Brand Research

(p.79) 4 Brand Research
Social Marketing Research for Global Public Health

W. Douglas Evans

Steven Chapman

Oxford University Press

Brands build relationships between consumers and products, services, and organizations and can be applied to behaviors. Branding in social marketing is a growing practice and can be measured by the brand equity construct, or the associations that consumers form with behaviors. Social marketing brands add value to the relationships between health products and behaviors and consumers. Social marketing brand research has two main purposes: to identify determinants of brand choice and to evaluate outcomes of consumer behavior. Brand research is growing in global social marketing, and its goal should be a standardized set of methods and evidence. More research is needed on how public health brands work, how they determine consumer choice, and what effects they have on behavior. The chapter discusses several case examples of branded health behaviors and campaigns.

Keywords:   branding, brand onion, brand research, brand equity, tobacco control, HIV/AIDS prevention, product category, comorbid behaviors, Adelante program

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