biostudies-literatureUnknown12(9)Stubbs T<h4>Objectives</h4>To explore how cigarette packet branding and colours influence young male smokers' perceptions of tobacco brands in Cambodia.<h4>Design</h4>Mixed-methods study.<h4>Setting</h4>Worksites, living accommodations, a university and public locations in Phnom Penh, Cambodia.<h4>Participants</h4>147 male Cambodian smokers (18-24 years).<h4>Interventions</h4>Participants were shown mock-up pictures of different cigarette packet branding and colour variations and asked to respond to close-ended and short-response questions.<h4>Outcome measures</h4>Brand recognition, appeal and harm perceptions of cigarette packet branding and colours.<h4>Results</h4>When shown three packets with brand names removed, 98.6% of participants recognised packet one as Mevius brand, 21.1% recognised packBMJ opene064202https://www.ebi.ac.uk/biostudies/studies/S-EPMC9494600biostudies-literatureInfluence of cigarette packet branding and colours on young male smokers' recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study.PMC9494600Yong HHToumbourou JWChhordaphea CWhite VStubbs TfalseInfluence of cigarette packet branding and colours on young male smokers' recognition, appeal and harm perceptions of tobacco brands in Cambodia: a mixed-methods study.<h4>Objectives</h4>To explore how cigarette packet branding and colours influence young male smokers' perceptions of tobacco brands in Cambodia.<h4>Design</h4>Mixed-methods study.<h4>Setting</h4>Worksites, living accommodations, a university and public locations in Phnom Penh, Cambodia.<h4>Participants</h4>147 male Cambodian smokers (18-24 years).<h4>Interventions</h4>Participants were shown mock-up pictures of different cigarette packet branding and colour variations and asked to respond to close-ended and short-response questions.<h4>Outcome measures</h4>Brand recognition, appeal and harm perceptions of cigarette packet branding and colours.<h4>Results</h4>When shown three packets with brand names removed, 98.6% of participants recognised packet one as Mevius brand, 21.1% recognised pack2022-01-01T00:00:00Z2022 Sep2025-04-25T19:06:21.049Z2025-04-06T07:51:45.785ZS-EPMC94946003613074210.1136/bmjopen-2022-064202