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Relevant bibliographies by topics / National brand

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Academic literature on the topic 'National brand'

Author: Grafiati

Published: 4 June 2021

Last updated: 26 July 2025

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Journal articles on the topic "National brand"

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Ma, Weimin, Rong Cheng, Hua Ke, and Jianguang Zhang. "Store-Brand Production Arrangement Based on the Game Theory." Mathematical Problems in Engineering 2018 (2018): 1–10. http://dx.doi.org/10.1155/2018/6316757.

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The increasing popularity of store brands is resulting in greater cannibalization of national brands. Thus, national-brand manufacturers are trying their best to confront this trend. At the same time, however, many leading national-brand manufacturers have become involved in the store-brand production of their counterpart retailers. We construct a game-theory-based framework to model the strategic interaction between a leading national-brand manufacturer and a retailer. Besides the national brand, the retailer also has an option for its own store brand to compete with the national brand head t

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Alić, Adi, Merima Činjarević, and Emir Agić. "The role of brand image in consumer-brand relationships: similarities and differences between national and private label brands." Management & Marketing. Challenges for the Knowledge Society 15, no. 1 (2020): 1–16. http://dx.doi.org/10.2478/mmcks-2020-0001.

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AbstractThe purpose of the present research is to explore the effect of brand image on brand loyalty and brand commitment to national and private label brands. Data was collected through a field survey via the store-intercept method. To test the research hypotheses, we used two samples, which implied the collection of usable 528 questionnaires. Confirmatory factor analysis was used to test the reliability, convergent, and discriminant validity of the constructs of interest. The structural equation modeling (SEM) technique was employed to analyze the effect of brand image on brand loyalty and b

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Cheng, Rong, Weimin Ma, and Hua Ke. "Store-brand introduction and production arrangement in the presence of multiple retailers." RAIRO - Operations Research 54, no. 3 (2020): 827–43. http://dx.doi.org/10.1051/ro/2019035.

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Store brands play an increasingly important role in retailing business, leading more and more retailers to introduce store brands. Abundant research focuses on competition between store brands and national brands and counterstrategies that national-brand manufacturers can take to counter store-brand introduction. A little research studies the store-brand production issue, however, all under single-retailer scenarios. To approach the real world, we employ game theory to model interaction between a national-brand manufacturer and multiple locally monopolist retailers, one of whom has capability

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Paul Jaworski, Stefan, and Don Fosher. "National Brand Identity & Its Effect On Corporate Brands: The National Brand Effect (NBE)." Multinational Business Review 11, no. 2 (2003): 99–113. http://dx.doi.org/10.1108/1525383x200300013.

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Meghrajani, Indra, and Dr A. K. Asthana Dr A. K. Asthana. "Local Brands v/s National Brands: Brand Quality Perception or Behavioral Intention." Indian Journal of Applied Research 3, no. 4 (2011): 267–70. http://dx.doi.org/10.15373/2249555x/apr2013/90.

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Bozorgkhou, Hamed. "Review of Nation Branding Impact on Iran's Tourism Industry development." International Journal of Psychosocial Rehabilitation 21, no. 10 (2023): 4078–96. https://doi.org/10.37200/IJPR/V24I10/PR300410.

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As a consequence of global interaction, real time news availability, consumer generated media and content, countries have become increasingly aware of their image domestically and internationally. In response to this awareness, some countries have adopted advertising and marketing practices to manage their country image. The current study aims to develop and test a theoretical model of nation branding, which integrates the concepts of the branding and nation images. It is proposed that the overall image of the country (i.e., nation brand) is a mediator between its brand assets (i.e., internal

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Zhu, Xiaodong, Chunling Yu, and Saiquan Hu. "Love for One's Country or Oneself: A Brand-choice Framework in Emerging Markets." Social Behavior and Personality: an international journal 44, no. 2 (2016): 325–37. http://dx.doi.org/10.2224/sbp.2016.44.2.325.

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We utilized 185 Chinese survey responses to evaluate the effects of national brand consciousness (NBC) and self–brand connection (SBC) on Chinese consumer preferences. We used linear models, and our analyses established two key effects. First, NBC was positively related to Chinese consumers' attitudes toward national brands and negatively related to foreign brands. Second, SBC exerted a positive influence on Chinese consumers' attitudes toward both national and foreign brands. Whereas quality judgments moderated their attitude toward national brands, psychological distance between consumer and

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Studinska, Galina. "ROLE OF HIGH SCHOOL BRAND IN THE FORMATION OF BRAND-ORIENTED NATIONAL ECONOMY." University Economic Bulletin 37/1 (April 19, 2018): 50–56. https://doi.org/10.5281/zenodo.1220611.

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The formation of a pyramid of brand-persons of a higher educational establishment and the conditions of its stability are traced. The essence of the phenomenon and components of the personality brand T. M. Bogolib are determined. The influence of the brand-person on the formation of the brand of the higher educational institution «Pereiaslav-Khmelnytskyi Hryhorii Skovoroda State Pedagogical University» is researched. The role of the brand in advancing science through brand-events is considered. The necessity of increasing the role of educational institutions in the formation of a b

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Ren, Hanbing. "Research on the Use of Storytelling in Branding Chinese National Sports Brands." Highlights in Business, Economics and Management 4 (December 12, 2022): 487–92. http://dx.doi.org/10.54097/hbem.v4i.3550.

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In the context of story marketing becoming the mainstream marketing tool for sports brands, Chinese national sports brands also need to write their own brand stories to improve their competitiveness. Using literature research and case study, this paper analyzes the story marketing of Xstep’s 2020 618 shopping festival and finds the brand stories of Chinese national sports brands. Based on the analysis, Chinese national sports have problems such as lack of continuity, lack of Chinese characteristics, single content and communication channels, and no feedback mechanism. Corresponding solutions a

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STYDINSKA, G. Y. "Scientific–theoretical approaches to the assessment of national brands." Market Relations Development in Ukraine №2(225)2020 131 (March 24, 2020): 15–24. https://doi.org/10.5281/zenodo.3726241.

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The object of research is national brands of countries as the highest form of the hierarchy of territorial branding. The subject of the research is scientific–theoretical approaches to the evaluation of national brands of countries. The purpose of the study is to compare existing approaches to the evaluation of national brands, to identify their advantages and disadvantages, which in the future studies will help to shape the brand–oriented development strategy of Ukraine. Methods of research: statistical analysis, structural geographic analysis, comparative analysis. Results of wor

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Dissertations / Theses on the topic "National brand"

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Qiao, Liang. "Pricing and advertising responses of national brands to store brand introduction /." May be available electronically:, 2007. http://proquest.umi.com/login?COPT=REJTPTU1MTUmSU5UPTAmVkVSPTI=&clientId=12498.

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Niciarelli, Elena <1989&gt. "Brand Community. Tate e The National Gallery." Master's Degree Thesis, Università Ca' Foscari Venezia, 2021. http://hdl.handle.net/10579/19210.

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Il concetto di Brand Community non è nuovo, ma appare ne testi di Muniz e O’Guinn tra la fine degli anni ’90 e l’inizio del 2000. Tuttavia nel tempo, la letteratura scientifica sull’argomento brand community è aumentata, e il digitale, il mondo virtuale e le ICT hanno provveduto ad apportare ulteriori modifiche e cambiamenti. Lo studio analizza e descrive la brand community delle organizzazioni culturali, nello specifico di due musei situati nel Regno Unito. Tate e The National Gallery sono messi a confronto per descrivere come un museo multi sede e un museo mono sede inglese, abbiano attiva

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Kaneva, Nadezhda (Nadia). "Re-imagining nation as brand: Globalization and national identity in post-communist Bulgaria." Connect to online resource, 2007. http://gateway.proquest.com/openurl?url_ver=Z39.88-2004&rft_val_fmt=info:ofi/fmt:kev:mtx:dissertation&res_dat=xri:pqdiss&rft_dat=xri:pqdiss:3273677.

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Chou, Ken-Hong Bell Leonard N. "Caffeine content of national and store brand carbonated beverages." Auburn, Ala., 2006. http://repo.lib.auburn.edu/2006%20Fall/Theses/CHOU_KEN-HONG_41.pdf.

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Hood, Joseph William. "Destination branding : a case study of the Kruger National Park / J.W. Hood." Thesis, North-West University, 2008. http://hdl.handle.net/10394/2296.

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King, Taryn Val. "Examining the visual brand language used by Brand South Africa to communicate South African identity at the World Expo 2010, Shanghai China." Diss., University of Pretoria, 2012. http://hdl.handle.net/2263/28349.

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Wally Olins (2008:6), points out that in contemporary culture “brands and branding are all-pervasive and ubiquitous”. As he says, one need only walk down the high street of any major foreign city in the world, be it San Francisco or Shanghai, to be embraced by so many familiar brands, including Coca-Cola, KFC, Apple MAC, Chanel and Toyota, that one could mistake it for home. In the last 15 years particularly, the ubiquitous influence of brands and branding has seen the field outgrow its commercial role and expand into more secular and political spheres. Thus, the focus of this study is the rol

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Wyma, Louise. "Consumers' preferences for private and national brand food products / L. Wyma." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4926.

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Introduction: The importance of brands and the competition between private and national brands in different food categories increased in recent years. According to literature, except for packaging and price, there is virtually no difference between the contents of food products in the majority of private and national brands. Private brands are usually cheaper than national brands. Previous research indicated consumers’ preferences for private and national brand food products to differ between various products and in different regions. Objective: The aim of this study was thus to determine the

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Blomgren, Elin, and Sofie Ljungström. "Nation branding : The role of tourism from a managerial perspective." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2019. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-79963.

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Although tourism has been recognised as an important subfield in nation branding little research have focused on its role in the nation branding process. A managerial perspective was assumed to examine what role tourism has in nation branding. This study adopts a deductive approach reviewing existing literature on nation branding, brand management strategies and tourism stakeholders. A case study on how tourism is integrated in nation branding strategies and how stakeholders operating in the tourism sector perceive their own influence on the nation-brand was conducted in Sweden using a qualita

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Cruz-Donayre, Xiomara, and Eliana Gallardo-Echenique. "Understanding a Lovemark Brand Through the Sponsorship of the Peru National Football Team." Springer Science and Business Media Deutschland GmbH, 2021. http://hdl.handle.net/10757/655961.

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Brands are eager to gain their consumers love and respect by connecting with them in a more efficient manner in order to become a Lovemark. This happens very frequently in the football “world” as it is the sport with the biggest audience in the planet. This study analyzes the Lovemark Axis inside the sponsorship strategies directed toward the female audience. Semi-structured interviews were conducted, with the aim of analyze the perception of the consumers exposed to the ads of the sponsor brands of the Peru national football team. Results evidenced that the love and respect elements for the s

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Dreyer, Adriana. "Tourist perceptions of the Klein Karoo National Arts Festival's corporate brand / A. Dreyer." Thesis, North-West University, 2010. http://hdl.handle.net/10394/4352.

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Books on the topic "National brand"

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Sethuraman, Raj. Why do consumers pay more for national brands than for store brands? Marketing Science Institute, 1997.

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Sethuraman, Raj. National brand and store brand price competition: Who hurts whom? Marketing Science Institute, 1995.

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Sethuraman, Raj. What makes consumers pay more for national brands than for store brands: Image or quality? Marketing Science Institute, 2000.

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Sethuraman, Raj. National brand and store brand price competition: Who hurts whom? / Raj Sethuraman. Marketing Science Institute, 1995.

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Martínez-López, Francisco J., and Juan Carlos Gázquez-Abad, eds. Advances in National Brand and Private Label Marketing. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76935-2.

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Martínez-López, Francisco J., Juan Carlos Gázquez-Abad, and Raj Sethuraman, eds. Advances in National Brand and Private Label Marketing. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-20182-5.

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Martínez-López, Francisco J., Juan Carlos Gázquez-Abad, and Anne Roggeveen, eds. Advances in National Brand and Private Label Marketing. Springer International Publishing, 2019. http://dx.doi.org/10.1007/978-3-030-18911-2.

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Martinez-Lopez, Francisco J., Juan Carlos Gázquez-Abad, and Els Breugelmans, eds. Advances in National Brand and Private Label Marketing. Springer International Publishing, 2020. http://dx.doi.org/10.1007/978-3-030-47764-6.

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Martínez-López, Francisco J., Juan Carlos Gázquez-Abad, and Els Gijsbrecht, eds. Advances in National Brand and Private Label Marketing. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-39946-1.

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Martínez-López, Francisco J., Juan Carlos Gázquez-Abad, and Alexander Chernev, eds. Advances in National Brand and Private Label Marketing. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-92084-9.

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Book chapters on the topic "National brand"

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Kumar, Nirmalya, and Jan-Benedict E. M. Steenkamp. "The National Champions Route." In Brand Breakout. Palgrave Macmillan UK, 2013. http://dx.doi.org/10.1057/9781137276629_9.

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Olins, Wally. "Making a National Brand." In The New Public Diplomacy. Palgrave Macmillan UK, 2005. http://dx.doi.org/10.1057/9780230554931_9.

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Ochoa, Nicolas, and Julio Cerviño. "To Brand, Not to Brand or Both? Consequences for Dual-Brand Firms." In National Brands and Private Labels in Retailing. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-07194-7_4.

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Beneke, Justin, and Emma Trappler. "All Hail the Brand! Why Brand Gravitas Really Does Matter." In National Brands and Private Labels in Retailing. Springer International Publishing, 2014. http://dx.doi.org/10.1007/978-3-319-07194-7_6.

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Cárdenas, Sandra Milena Sánchez, Diego Andrés Álvarez Oliveros, Néstor Fabián Díaz Huertas, and Jose Armando Deaza Ávila. "Brand Architecture: Strategy for the Development of a City Brand." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76935-2_4.

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Grosso, Monica, and Sandro Castaldo. "Private Labels and National Brands: A Comparison Within Brand Extension." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2015. http://dx.doi.org/10.1007/978-3-319-20182-5_10.

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Cárdenas, Sandra Milena Sánchez, Diego Andrés Álvarez Oliveros, Néstor Fabián Díaz Huertas, and Jose Armando Deaza Ávila. "Correction to: Brand Architecture: Strategy for the Development of a City Brand." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2021. http://dx.doi.org/10.1007/978-3-030-76935-2_16.

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Poorani, Ali A., and Rita Fearon. "Patients Rate Hotel-Like Hospitals Better than State and National Average in Patient Satisfaction." In Medical Travel Brand Management. Apple Academic Press, 2022. http://dx.doi.org/10.1201/9781003277392-22.

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Molinillo, Sebastian, Yuksel Ekinci, and Arnold Japutra. "An Application of Consumer-Based Brand Performance Model to Global Brands and Private Labels." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2016. http://dx.doi.org/10.1007/978-3-319-39946-1_3.

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Steppuhn, Vanessa. "Differences in the Effect of Ethical Labels on National Brand and Private Label Brand Products on Store and Brand Perception: A Preliminary Work." In Advances in National Brand and Private Label Marketing. Springer International Publishing, 2018. http://dx.doi.org/10.1007/978-3-319-92084-9_2.

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Conference papers on the topic "National brand"

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Todua, Nugzar, and Giorgi Robakidze. "Georgian Consumers’ Attitude towards Product Placement." In V National Scientific Conference. Grigol Robakidze University, 2023. http://dx.doi.org/10.55896/978-9941-8-5764-5/2023-268-278.

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The article explores the role of product (brand) placement in modern business. The primary factors analyzed in the study include the acceptance of product placement, brand awareness, attitudes toward brand, and purchase intention. By conducting marketing research, the study identifies the opinions of respondents concerning traditional advertising and product placement. Through regression analysis, the study determines statistically significant values that demonstrate the connection between the acceptance of placed brands and brand awareness, as well as the impact of these variables on brand at

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Joko, J., and R. Hurriyati. "Strengthening Brand Equity of Local Food to Be a National Brand Class." In 3rd Global Conference On Business, Management, and Entrepreneurship (GCBME 2018). Atlantis Press, 2020. http://dx.doi.org/10.2991/aebmr.k.200131.013.

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Kuo, Chia-Wei, and Pei-Ju Lu. "Bargaining power of quota allocation in national brand and store brand competition." In Industrial Engineering (CIE-40). IEEE, 2010. http://dx.doi.org/10.1109/iccie.2010.5668345.

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"NATIONAL BRAND IN THE EXPORT STRATEGY OF UKRAINE." In Global Business and Law Development Imperatives. Київський національний торговельно-економічний університет, 2019. http://dx.doi.org/10.31617/k.knute.2019-10-10.45.

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Oleinikov, Yurii. "FORMATION OF A BRAND-ORIENTED NATIONAL ECONOMY IN UKRAINE." In Modern transformations in economics and management. Publishing House “Baltija Publishing”, 2022. http://dx.doi.org/10.30525/978-9934-26-222-7-7.

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Wen Tingting and Zhang Min. "Strategies of cultivating brand loyalty in China." In 2012 First National Conference for Engineering Sciences (FNCES). IEEE, 2012. http://dx.doi.org/10.1109/nces.2012.6543539.

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Heggie, Jon. "P-291 Brand new analysis." In Transforming Palliative Care, Hospice UK 2018 National Conference, 27–28 November 2018, Telford. British Medical Journal Publishing Group, 2018. http://dx.doi.org/10.1136/bmjspcare-2018-hospiceabs.316.

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Külter Demirgüneş, Banu, and Bülent Özsaçmaci. "EXPLORING THE EFFECT OF CONSUMERS’ FOOD-RELATED DECISION MAKING STYLES ON NATIONAL BRAND VS. STORE BRAND CHOICE." In 4th Business & Management Conference, Istanbul. International Institute of Social and Economic Sciences, 2016. http://dx.doi.org/10.20472/bmc.2016.004.012.

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Stoica, Mariana. "Visual merchandising across cultures." In International Scientific Conference "Modern Paradigms in the Development of the National and World Economy", 17th Edition. Moldova State University, 2025. https://doi.org/10.59295/mpdnwe2024.11.

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Purpose of the article: The purpose of this article is to explore the relationship between visual merchandising techniques and cultural contexts, analyzing how these factors influence consumer behavior across various regions. It aims to provide insights for marketers and retailers on the importance of culturally informed visual merchandising strategies in global markets. Methodology: The research employs a comparative analysis of case studies from multiple countries. It examines various visual merchandising strategies such as color symbolism, product placement, and storytelling within distinct

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Căpraru, Mădălina. "TRADITIONAL CULTURAL CAPITAL ELEMENTS IN ADVERTISING – CASE STUDY: NAPOLACT AND COVALACT." In NORDSCI International Conference. SAIMA Consult Ltd, 2020. http://dx.doi.org/10.32008/nordsci2020/b2/v3/08.

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The advertising of Romanian brands has known a sterling `invasion` of traditional themed messages. One of the most prominent adverts belongs to the `Undelemn de la Bunica` brand, which took off in the 1998. The creators of this brand were the ones that set a trend of using traditional themed messages in the field of advertising. The communist era has forced a fake, populist traditional image to justify its political discourse. In a society fed up with such traditional populist messages, a new brand that uses the idyllic `Bunica (Grandma)` appears. `Undelemn de la Bunica` brings forth the child

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Reports on the topic "National brand"

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Kazhenava, Zlata, Eva Navickaitė, and Mehmet Recai Uygur. estivals as Arenas of Political and Cultural Influence: Integrating Brand Engagement with National Identity and Consumer Experience. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.6.

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This article discusses the use of festivals more specifically as marketing tools for a brand or company and how such cultural and political events can influence the perception and behaviour of the consumers. The study looks at marketing of festivals in Lithuania and seeks to measure the effectiveness of this type of marketing by assessing the consumption and purchase behaviour as well as the attention to the brand by local and foreign festival participants. Important questions were how such brands have strategically exploited the cultural importance of these festivals in wonderfully connecting

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Alviarez, Vanessa, Keith Head, and Thierry Mayer. Global Giants and Local Stars: How Changes in Brand Ownership Affect Competition. Inter-American Development Bank, 2021. http://dx.doi.org/10.18235/0003333.

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We assess the consequences for consumers in 76 countries of multinational acquisitions in beer and spirits. Outcomes depend on how changes in ownership affect markups versus efficiency. We find that owner fixed effects contribute very little to the performance of brands. On average, foreign ownership tends to raise costs and lower appeal. Using the estimated model, we simulate the consequences of counter-factual national merger regulation. The US beer price index would have been 4-7% higher without divestitures. Up to 30% savings could have been obtained in Latin America by emulating the pro-c

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Just, David, and Amir Heiman. Building local brand for fresh fruits and vegetables: A strategic approach aimed at strengthening the local agricultural sector. United States Department of Agriculture, 2016. http://dx.doi.org/10.32747/2016.7600039.bard.

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Abstract The debate about whether to reduce import barriers on fresh produce in order to decrease the cost of living and increase welfare or to continue protecting the local agricultural sector by imposing import duties on fresh vegetables and fruits has been part of the Israeli and the US political dialog. The alternative of building a strong local brand that will direct patriotic feelings to support of the agricultural sector has been previously discussed in the literature as a non-tax barrier to global competition. The motivation of consumers to pay more for local fresh fruits and vegetable

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Vaskivskyj, Yurij. STATE AND PROSPECTS OF THE DEVELOPMENT OF RUSSIAN-UKRAINIAN WAR: PERSONNEL ASPECT. Ivan Franko National University of Lviv, 2024. http://dx.doi.org/10.30970/vjo.2024.54-55.12144.

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The article analyzes the state of development of Ukrainian advertising in the conditions of the Russian-Ukrainian war. Studying the work of Ukrainian advertising agencies during the war is a unique experience of Ukrainian specialists during the war. The article emphasizes that Ukrainian advertising agencies have become an example for global corporations with their resilience and courage. The study of the place of Ukrainian advertising agencies in the world system made it possible to state that the domestic industry is developing in step with the world one. This was facilitated by the fact that

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Dahlke, Garland R., Patrick J. Gunn, and Dan D. Loy. Adapting the 2016 National Academies of Sciences, Engineering and Medicine—Nutrient Requirements of Beef Cattle to BRaNDS Software—Considering Metabolizable Protein. Iowa State University, 2017. http://dx.doi.org/10.31274/ans_air-180814-298.

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Townsend, John. Technical assistance for expanding contraceptive choice in India. Population Council, 1995. http://dx.doi.org/10.31899/rh1995.1017.

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One of the roles of the ANE OR/TA Project in India was to participate in policy dialogues with national counterparts, in the public sector and among NGOs, about expanding contraceptive choices, and to provide technical assistance for facilitating changes in service-delivery procedures. The public sector provides five contraceptive methods through its 11,500 hospitals and primary health care facilities. NGOs, private physicians, and pharmacies have access to a broader range of brands. While India is one of the world's leaders in contraceptive research, in recent years products have come to mark

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Mackevič, Paulina, Edgar Bicic, and Samson Abiodun Toye. Impact of Lithuanian Cultural Norms on Consumer Behaviour. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.4.8.

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The market is endlessly evolving each day, and the choices of consumers are influenced by a wide range of different factors, one of which is the cultural norms of a country, which by itself consists of many other factors. This study aims to research Lithuania’s cultural norms and the degree of their impact on day-to-day consumer behavior in Lithuania. In this research we analyzed Lithuanian cultural norms, which consist of unspoken rules, laws, habits, taboos that exist within the behaviors of Lithuanians as well as the culture and history that has impacted and shaped the mentality of Lithuani

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The female condom: Dynamics of use in urban Zimbabwe. Population Council, 2000. http://dx.doi.org/10.31899/hiv2000.1001.

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In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. To avoid stigma associated with condoms and STI prevention, the female condom was marketed as a family planning product or “contraceptive sheath” under the brand name “Care.” It was initially sold through pharmacies and clinics at a heavily subsidized retail price of US $0.24 for two; distribution has since expanded to other urban outlets, including supermarkets and convenience stores. Approximately on

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The female condom: Dynamics of use in urban Zimbabwe. Population Council, 2002. http://dx.doi.org/10.31899/hiv2002.1001.

Full text

Abstract:

In July 1997, Population Services International (PSI), at the request of the Zimbabwe National AIDS Coordination Programme, launched a social marketing program for the female condom in Zimbabwe. The campaign's intended audience was women in long-term relationships. To avoid the stigma associated with condoms and the prevention of sexually transmitted infections, PSI marketed the female condom as a family planning product under the brand name Care™. Approximately one year after the start of the female condom social marketing campaign, the Horizons Program and PSI conducted a descriptive, cross-

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