The use of branding strategies to increase the uptake of modern contraception among Kenyan youth. (January 2021)

• Record Type: Journal Article
• Authors: Leyton, Alejandra; Hutchinson, Paul; Mirzoyants, Anastasia
• Other Names: Mytton Graham guest-editor.; Desai Philly guest-editor.; Nairn Agnes guest-editor.
• Is Part Of: International journal of market research. Volume 63:Number 1(2021)
• Page Start: 15
• Page End: 26
• Publication Date: 2021-01
• Subjects: brand equity -- contraception -- East Africa -- family planning -- health communication social and behavior change communication -- Kenya -- youth; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/1470785320956450
• Languages: English
• ISSNs: 1470-7853

Abstract

Building brand equity is a strategic process that can boost normative and behavior change campaigns. However, the use of brand equity within the social and health sciences remains an under-researched field in lower income countries. This work examines Shujaaz, a multi-channel communication platform that uses branding strategies to create positive associations with safe sexual and reproductive health (SRH) practices among Kenyan youth. This study has the following three goals: (1) define and measure Shujaaz brand equity and its components (i.e., loyalty, awareness, perceived quality, popularity and brand personality), (2) analyze if Shujaaz brand equity components are associated with changes in SRH practices among youth, and (3) explore if Shujaaz brand loyalty could be better defined as an outcome, not a component of brand equity. The study uses data from a survey among 450 Kenyan youth interviewed three times; in 2016, 2017, and 2018. The analytical sample includes only those participants who self-reported exposure to Shujaaz. Fixed-effect logistic regression models were used to analyze the association between measures of brand equity and SRH outcomes, and to measure the association between brand equity measures and brand loyalty. Regression estimates indicate that loyalty to the Shujaaz brand was significantly associated with ever using condoms ( OR = 1.79), ever using modern contraception ( OR = 1.95), and with the likelihood of recommending condoms ( OR = 1.88). Shujaaz brand personality was significantly associated with ever using a condom ( OR = 1.87). When analyzing brand loyalty as the outcome of interest, we observe that brand personality, brand awareness, and popularity are positively associated with loyalty. However, no significant association was observed for perceived brand quality. This study underscored the role of brand loyalty as a determinant of health behavior change. However, loyalty to the brand is strongly associated with popularity, awareness, and brand personality, highlighting the need for mediation models to further study the dynamics of brand equity.