This paper investigates: (1) if, and to what extent, self-congruity theory is applicable in tourism, (2) to what extent travel and person characteristics explain the degree of self-congruity, and (3) how the operationalization of self-congruity affects the conclusions about whether self-congruity holds in tourism. Results derived from a large-scale study of Swiss travellers indicate that conclusions depend heavily on how self-congruity is measured. Using a relatively strict measure, more than half the trips under study can be classified as self-congruent. However, travel and socio-demographic characteristics are very limited in their ability to explain when self-congruity occurs. (2) to what extent travel and person characteristics explain the degree of selfcongruity, and (3) how the operationalization of self-congruity affects the conclusions about whether self-congruity holds in tourism. Results derived from a large-scale study of Swiss travellers indicate that conclusions depend heavily on how self-congruity is measured. Using a relatively strict measure, more than half the trips under study can be classified as selfcongruent. However, travel and socio-demographic characteristics are very limited in their ability to explain when self-congruity occurs.

Abstract:Objective: To examine Corporate Social Responsibility (CSR) tactics by identifying the key characteristics of CSR strategies as described in the corporate documents of selected 'Big Food' companies. Methods:A mixed methods content analysis was used to analyse the information contained on Australian Big Food company websites. Data sources included company CSR reports and webbased content that related to CSR initiatives employed in Australia.Results: A total of 256 CSR activities were identified across six organisations. Of these, the majority related to the categories of environment (30.5%), responsibility to consumers (25.0%) or community (19.5%). Conclusions:Big Food companies appear to be using CSR activities to: 1) build brand image through initiatives associated with the environment and responsibility to consumers; 2) target parents and children through community activities; and 3) align themselves with respected organisations and events in an effort to transfer their positive image attributes to their own brands. Implications:Results highlight the type of CSR strategies Big Food companies are employing. These findings serve as a guide to mapping and monitoring CSR as a specific form of marketing.

Abstract1. Purpose: To examine: (1) if individuals who prefer different volunteering organisations have different self-concepts; (2) if individuals perceive their preferred volunteering organisation as more similar to their self-concept than other volunteering organisations; and (3) if self-congruity theory correctly predicts consumer (volunteer) behaviour differences across organisations and organisational missions. 2. Design/methodology/approach: We collected data on people's preferred volunteering organisation, their self-concept and their perceived image from eight volunteering organisations using an online selfcompletion survey. We then used chi-square tests and paired-sample t-tests to identify significant differences between groups. 3. Findings: Individuals who prefer different volunteering organisations differ significantly in their selfconcept. For the three volunteering organisations with high levels of awareness and distinct images, self-congruity theory held; that is, people who volunteer for them perceive those organisations as more similar to their self-concept than other volunteering organisations. For the four organisations with lower awareness and less-distinct images, we found a tendency towards self-congruity, but results were not significant. In one case, self-congruity theory did not hold, possibly due to the more "obligatory" nature of the volunteering task. Research limitations/implications:This research extends the application of self-congruity theory to the volunteering context. It identifies three key dimensions that affect the extent to which selfcongruity holds for volunteering organisations: brand awareness, image distinctiveness and whether the involvement is actually "voluntary". 5. Practical implications: Self-congruity theory has the potential to be a valuable tool in helping volunteering organisations increase their productivity through better targeted marketing strategies. 6. Originality/value: This study is the first to apply self-congruity theory to the volunteering sector at the organisation brand level, and gives practitioners an additional tool to improve the effectiveness of their marketing.

BackgroundGambling has quickly emerged as an important global public health issue. With new technologies used to develop high intensity gambling products and promotions aimed at driving consumption, public health organisations and researchers, community groups, and politicians have argued for a range of regulatory and education measures aimed at reducing gambling harm. However, there has been limited research seeking to understand community perceptions of the harms associated with gambling products and environments, and the level of community support for strategies designed to prevent and reduce gambling harm.MethodsAn online study of 500 adolescents and adults (aged 16 and over) was conducted with a representative sample (by age and gender) of individuals who were current residents in the state of Victoria, Australia. Participants were asked a range of questions about their own gambling behaviours, with the Problem Gambling Severity Index (PGSI) used as a measure of problem gambling. Participants were asked about their perceptions of harms associated with electronic gambling machines (EGMs), sports betting, horse betting, and casino gambling. They were also asked about the extent to which they agreed or disagreed with gambling harm reduction strategies related to marketing and promotions, restrictions on gambling products and venues, and public education campaigns. Quantitative data were analysed using descriptive statistics and paired t tests, with thematic analysis used to interpret qualitative responses to open-ended questionnaire items.ResultsMore than one third (n = 201, 40.2%) of participants were at risk of experiencing some level of harm from gambling (PGSI ≥ 1), with 83 participants (16.6%) recording scores that indicated problem gambling (PGSI ≥ 8). One in five participants gambled on EGMs at least monthly (n = 100, 20.0%). Those who gambled on sports did so frequently, with nearly 1 in 5 gambling on sport at least once a month (n = 87, 17.4%). Over half of the sample rated casino gambling and EGMs as very harmful, while one third rated these forms of gambling as extremely harmful. Over one third of the sample rated horse and sports betting as very harmful, with one in five rating these products as extremely harmful. There was strong agreement with the need to ban gambling advertising during children’s viewing hours, during sporting matches and at sporting venues. The majority of participants agreed with reducing and restricting EGMs, and providing more public education for both adults and children about the negative consequences from gambling.ConclusionsThe findings suggest a strong perception in the Victorian community that gambling products are harmful. While governments have been reluctant to implement a comprehensive approach to reducing gambling harm, this study reveals significant community support for a range of harm reduction and prevention measures associated with gambling products. Public health practitioners can use this evidence in advocating for a comprehensive public health approach to r...

BackgroundIn Australia, sport is saturated by the promotion of junk food, alcohol and gambling products. This is particularly evident on player jerseys. The effect of this advertising on children, who are exposed to these messages while watching sport, has not been thoroughly investigated. The aim of this research study was to investigate: (1) the extent to which children implicitly recalled shirt sponsors with the correct sporting team; (2) whether children associated some types of sponsors with certain sporting codes more than others; and (3) whether age of the children influenced the correct recall of sponsoring brands and teams.MethodThis experimental study conducted in New South Wales, Australia used projective techniques to measure the implicit recall of team sponsorship relationships of 85 children aged 5–12 years. Participants were asked to arrange two sets of magnets – one which contained sporting teams and one which contained brand logos – in the manner deemed most appropriate by them. Children were not given any prompts relating to sporting sponsorship relationships.ResultsThree quarters (77 %) of the children were able to identify at least one correct shirt sponsor. Children associated alcohol and gambling brands more highly with the more popular sporting code, the National Rugby League compared to the Australian Football League sporting code. Results showed that age had an effect on number of shirt sponsors correctly recalled with 9–12 year olds being significantly more likely than 5–8 year olds to correctly identify team sponsors.ConclusionsGiven children’s ability to implicitly recall shirt sponsors in a sporting context, Australian sporting codes should examine their current sponsorship relationships to reduce the number of unhealthy commodity shirt sponsors. While there is some regulation that protects children from the marketing of unhealthy commodity products, these findings suggest that children are still exposed to and recall these sponsorship relationships. Results suggest that the promotion of unhealthy commodity products during sporting matches is contributing to increased awareness amongst children of unhealthy commodity brands. Further investigation is required to examine the extent and impact of marketing initiatives during televised sporting matches on children.