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.

中文翻译：

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使用品牌战略提高肯尼亚青年对现代避孕方法的接受程度

建立品牌资产是一个战略过程，可以促进规范和行为改变活动。然而，在社会和健康科学中使用品牌资产在低收入国家仍然是一个研究不足的领域。这项工作考察了 Shujaaz，这是一个多渠道交流平台，该平台使用品牌战略在肯尼亚青年中建立与安全性和生殖健康 (SRH) 实践的积极联系。本研究有以下三个目标：（1）定义和衡量 Shujaaz 品牌资产及其组成部分（即忠诚度、认知度、感知质量、受欢迎程度和品牌个性），（2）分析 Shujaaz 品牌资产组成部分是否与青年中的 SRH 实践，以及 (3) 探索 Shujaaz 品牌忠诚度是否可以更好地定义为结果，而不是品牌资产的组成部分。该研究使用了一项对 450 名肯尼亚青年进行的调查的数据，他们接受了三次采访；2016 年、2017 年和 2018 年。分析样本仅包括那些自我报告暴露于 Shujaaz 的参与者。固定效应逻辑回归模型用于分析品牌资产与 SRH 结果之间的关联，以及衡量品牌资产与品牌忠诚度之间的关联。回归估计表明，对 Shujaaz 品牌的忠诚度与使用安全套 (OR = 1.79)、使用现代避孕方法 (OR = 1.95) 以及推荐安全套的可能性 (OR = 1.88) 显着相关。Shujaaz 品牌个性与使用安全套显着相关（OR = 1.87）。在分析作为兴趣结果的品牌忠诚度时，我们观察到品牌个性、品牌知名度、和受欢迎程度与忠诚度呈正相关。然而，没有观察到感知品牌质量的显着关联。这项研究强调了品牌忠诚度作为健康行为改变的决定因素的作用。然而，对品牌的忠诚度与知名度、知名度和品牌个性密切相关，突出了中介模型进一步研究品牌资产动态的必要性。