Engagement with alcohol marketing and early brand allegiance in relation to early years of drinking

Awareness of, and participation with, user-created alcohol promotion, and the association with higher-risk drinking in young adults

“…Nonetheless, it remains plausible that those who do not participate may still be aware of user-created alcohol promotion, which the results suggest is also still associated with higher-risk consumption. That a cumulative effect and stronger association of participation are both trends that are also observed for commercial alcohol marketing (Gordon et al, 2010;Lin et al, 2012) suggests the way that user-created promotion influences consumption has similarities to its commercial counterpart. Future research should therefore consider how other marketing concepts, for instance message interpretation (Austin & Knaus, 2000), may aid understanding of the influence that usercreated promotion has on attitudes and behaviour.…”

“…Responses were summed to create a cumulative score for both awareness and participation (0-11). The question design and phrasing was based on measures previously used to assess awareness of, and participation with, commercial digital alcohol marketing (Gordon et al, 2010;Lin et al, 2012). A Cronbach's Alpha indicated acceptable internal consistency for both the awareness (α = .70) and participation subscales (α = .69)…”

Regulation of alcohol advertising: Policy options for Australia

“…A more recent study by the same group, a CATI survey of 2,538 teenagers (predominantly aged 13 and 14 years), found that awareness of alcohol marketing channels increased the odds of being a drinker (by 8 percent for each additional channel of which a young person was aware). Importantly, engagement -such as downloading a screensaver or owning branded merchandise -and brand allegiance were associated with far more substantial increases in the likelihood and frequency of drinking (Lin et al 2012).…”

Alcohol-Branded Merchandise Ownership and Drinking

“…Marketers seek not only immediate sales of their products but also to form "relationships" between their brands and current and future consumers. 12,13 Young people, who are developing their self-concepts, use brand ownership as a way of constructing and communicating their self-image and group membership. [13][14][15] There is evidence that adolescents actively engage with alcohol marketing and incorporate alcohol brands into their self-identity.…”

“…12,13 Young people, who are developing their self-concepts, use brand ownership as a way of constructing and communicating their self-image and group membership. [13][14][15] There is evidence that adolescents actively engage with alcohol marketing and incorporate alcohol brands into their self-identity. 16,17 Even among children, preference for alcoholbranded promotional items over nonalcohol-branded items appears to prime future drinking.…”