Recent studies of alcohol consumption among students have consistently linked in-group influence with excessive drinking. Concurrently, these studies have largely overlooked the influence of non-alcohol-consuming peers (the out-group) on the in-group's decisions to consume alcohol.However, out-groups can have a significant impact on in-group members' decisions regarding publicly consumed products (White, Simpson, & Argo, 2014), such as is the case of alcohol. In light of this, our study aims to explore how in-group members' views of their consumption of alcohol are influenced by their out-group. This study uses Social Identity Theory as the theoretical lens to explain consumer interaction with the out-group (abstainers) and subsequent views of in-group members (alcohol consumers). A social constructivist approach is adopted to enable this exploration of meaning, with concomitant use of the qualitative narrative methodology. A sample of 18 postgraduate students studying in the UK was selected. Narratives were collected and analysed using thematic analysis. Although the widely accepted view is that people tend to avoid products or behaviours that are linked with an out-group, this paper demonstrates conditions in which alcohol consumers appreciate the out-group. Furthermore, it reveals how drinkers' interaction with their out-group can lead to negative attitudes towards their in-group and their own consumption of alcohol. Based on their views of out-groups, we propose a categorisation of alcohol consumers into 3 groups: avoiders, open admirers, and covert admirers. Finally, we discuss the theoretical and practical implications for social marketers and policy makers.

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Background Social marketing has been used in Asia to combat various social issues (Deshpande & Lee (2013). However, our understanding of social marketing awareness, adaptation, and achievement in Asian countries is limited. The focus of the Article An historical overview of social marketing developments in Asia. Importance to the Social Marketing Field This paper is one of the first attempts to integrate social marketing theory and practice in Asia to understand its strengths and weaknesses and to provide a recommendation to enhance the adoption and effectiveness of social marketing program design, implementation, and evaluation to generate social and behavioral change. Design/methodology/approach The authors representing 18 Asian countries searched for social marketing growth and trends in prominence, conceptual developments, social issues and solutions, and effectiveness in English and local language literature. This paper describes themes by highlighting examples of initiatives. Findings Our analysis reveals a broad spectrum of social marketing practices in Asia, focusing traditionally on managing overpopulation and preventing communicable diseases and, more recently, non-communicable diseases and climate action. The practice also revealed close integration with policies, overreliance on the government sector, lack of robust research studies, theorizing, documentation, training, and community involvement, and challenges presented by cultural factors and the confusion of understanding the term. Recommendations for research or practice The study recommends establishing the Asian Social Marketing Association and Asian Social Marketing Institute, adopt a Total Market Approach, improve documentation, clarify the boundaries of social marketing, enhance the effectiveness of strategies by embracing research, involving the beneficiary communities, and by learning from others.

This paper draws on theories of identity to examine challenges that former excessive drinkers experience in adopting and maintaining responsible drinking. Narratives were collected using in-depth interviews and eight-week diaries from twenty-five formerly excessive drinkers.Findings indicate that participants' attempts to sustain responsible drinking behaviour require them to engage in complex identity negotiations, which are compounded by confusing or easily misread communications messages from both the alcohol industry and social marketers. We suggest that communication initiatives to sustain responsible drinking should reflect a nuanced understanding of the inherent complexities of modifying and maintaining individuals' selves within their social and relational contexts, rather than focusing exclusively on changing drinkers' behaviour.

Supply chain performance (SCP) can be determined through many factors such as technical factors and relationship factors. The relationship factors mainly focus on the supply chain linkages (SCLs) created with the upstream and downstream supply chain partners. Therefore, the SCLs such as Power, Benefits, and Risk Reduction are important to any industry to enhance their SCP. This paper examines the level of impact of the Power, Benefits, and Risk Reduction on the SCP. The SCLs and the SCP are analyzed and compared using two types of industries as Apparel (AI), and Food & Beverages (F&BI) that established in Free Trade Zones in Western Province Sri Lanka. A total of 138 Managers in the fields of Supply Chain (SC) related activities were surveyed (88-AI, 50-F&BI) through a self-administrative questionnaire. Risk Reduction and Power together demonstrate a significant influence on the SCP in manufacturing sector in Sri Lanka. Further, 'Industry type' moderates the relationships of Power to SCP and Risk Reduction to SCP but not the Benefits to SCP. In F&BI, the Power, Benefits, and Risk Reduction demonstrate significant (5% level) relationships with SCP but, the Power is not showing significant (5% level) relationship with SCP in AI. In F&BI, Risk Reduction and Benefits together demonstrate significant influence on SCP. But in AI, Benefits with the Power demonstrate significant influence on SCP. AI shows higher level of SCP than the F&BI, when the same level of Power and Risk Reduction apply to their own Supply Chain.