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- Title
Brand Equity and Willingness to Pay for Condoms in Zimbabwe.
- Abstract
The article presents information on a study conducted to evaluate the role of condom marketing, brand equity, and price in condom use behavior in Zimbabwe. The study found out that the brand equity scale was positively correlated with willingness to pay and with condom use. The study concluded that Zimbabwe men have highly positive brand perceptions of Protector Plus (P+) brand of condoms; and some former users may resume condom use through more effective marketing.
- Subjects
ZIMBABWE; REPRODUCTIVE health; CONDOM use; BRAND equity; CONDOM advertising; MARKETING
- Publication
Reproductive Health, 2011, Vol 8, Issue 1, p29
- ISSN
1742-4755
- Publication type
Article
- DOI
10.1186/1742-4755-8-29