Table 3 Brand equity in Spring 2018 on anti-e-cigarette attitudes, intentions, and use in Fall 2019
Variables at Spring 2018 | Model 1: Anti- e-cigarette attitudes coefficient (95% CI) n = 6337 | Model 2: Intention to use e-cigarettes OR (95% CI) n = 6337 | Model 3: Current use of e-cigarettes OR (95% CI) n = 6337 |
|---|---|---|---|
Brand equity | 0.17*** (0.15, 0.19) | 0.75*** (0.66, 0.85) | 0.81** (0.72, 0.92) |
Brand loyalty | 0.12*** (0.10, 0.13) | 0.77*** (0.70, 0.84) | 0.85*** (0.77, 0.93) |
Leadership/popularity | 0.07*** (0.06, 0.08) | 0.88** (0.81, 0.95) | 0.92 (0.85, 1.01) |
Brand personality | 0.11*** (0.09, 0.12) | 0.88* (0.80, 0.98) | 0.91 (0.82, 1.01) |
Brand awareness (tobacco) | 0.12*** (0.11, 0.14) | 0.85** (0.76, 0.94) | 0.86** (0.77, 0.95) |