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Consumer Socialization and the Role of Branding in Hazardous Adolescent Drinking

Harris, Fiona; Gordon, Ross; MacKintosh, Anne Marie and Hastings, Gerard (2015). Consumer Socialization and the Role of Branding in Hazardous Adolescent Drinking. Psychology & Marketing, 32(12) pp. 1175–1190.

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This study examines the relationship between alcohol marketing and consumer socialization to alcohol brands (assessed here using aided and unaided brand recognition and brand saliency), and the associated relationship between consumer socialization and hazardous alcohol consumption among a cohort of adolescents surveyed in Scotland. The research addresses gaps in the consumer socialization literature, by examining how marketing influences brand consumer socialization, and how brand consumer socialization influences subsequent hazardous consumption behavior over time, using a robust longitudinal design that assesses causal relationships while controlling for a wide range of important confounding variables. The results demonstrate the contribution of marketing to adolescents’ brand socialization to alcohol and the impact of this socialization on subsequent drinking behaviors. Implications for marketing managers, parents, policymakers, and consumer researchers are discussed, together with suggestions for future consumer research.

Item Type: Journal Item
Copyright Holders: 2015 Wiley Periodicals, Inc.
ISSN: 1520-6793
Project Funding Details:
Funded Project NameProject IDFunding Body
Assessing the cumulative impact of alcohol marketing communications on youth drinkingG0501282National Prevention Research Initiative (NPRI)
Keywords: consumer socialisation; alcohol; branding; marketing; adolescents; drinking behaviour
Academic Unit/School: Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Research Group: International Development & Inclusive Innovation
Item ID: 44893
Depositing User: Fiona Harris
Date Deposited: 11 Jan 2016 09:33
Last Modified: 11 Jul 2019 21:52
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