The Relationship Between Alcohol Price and Brand Choice Among Underage Drinkers: Are the Most Popular Alcoholic Brands Consumed by Youth the Cheapest?

Albers, Alison B.; DeJong, William; Naimi, Timothy S.; Siegel, Michael; Jernigan, David H.

doi:10.3109/10826084.2014.935790

Cited by 9 publications

(7 citation statements)

References 27 publications

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“…Nonetheless, brand preference is found only among social drinkers. The findings of this study are in line with other quantitative studies which have found that exposure to alcohol advertising not only exerts its effects on drinking behaviours, but also on brand preference [33,34] and brand-specific consumption [35,36] among young people. This study reveals that brand sharing of alcoholic and non-alcoholic beverages could also cause 'spillover effects', from non-alcoholic to alcoholic products or vice versa.…”

Section: Effects Of Brand Advertising and Brand Sharing On Alcohol Usesupporting

confidence: 92%

Brand advertising and brand sharing of alcoholic and non‐alcoholic products, and the effects on young Thai people's attitudes towards alcohol use: A qualitative focus group study

Kaewpramkusol

Senior

Nanthamongkolchai

et al. 2019

Drug and Alcohol Review

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Introduction and Aims The dominant Thai alcohol companies have strategically employed brand advertising and brand sharing (using a very similar branding for both alcoholic and non‐alcoholic products) to circumvent restrictive alcohol advertising regulations. As empirical evidence confirms that exposure to alcohol advertisements increases youth drinking, young Thais could be at risk of constant and incidental exposure to alcohol advertising, hence leading to increased alcohol consumption. This study aims to explore young people's perceptions of these alcohol branding strategies and to examine how exposure to such advertising strategies affect their attitudes towards alcohol use. Design and Methods Seventy‐two university students aged 20–24 years participated in 1.5‐h semi‐structured focus groups conducted in Bangkok and a peripheral province. Logos of two domestic alcohol brands were also used as part of projective techniques to elicit information. Thematic content analysis was used to analyse data. Results Despite a range of alcoholic and non‐alcoholic products under the same branding, participants associated the logos primarily with beer—the flagship product. Branding strategies seemed to successfully increase young people's brand familiarity and affected their brand recognition and brand awareness. Participants had a high awareness of the alcohol companies’ commercial activities but regarded alcohol advertisements to be indifferent to advertisements of other ordinary products. Discussion and Conclusions Brand advertising is a dynamic tool that affects young people's attitudes towards the advertised brands and alcohol use. Due to early exposure to the brands, brand sharing increases brand familiarity and, among other factors, potentially affects drinking attitudes and purchase intentions.

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Section: Effects Of Brand Advertising and Brand Sharing On Alcohol Usesupporting

confidence: 92%

Brand advertising and brand sharing of alcoholic and non‐alcoholic products, and the effects on young Thai people's attitudes towards alcohol use: A qualitative focus group study

Kaewpramkusol

Senior

Nanthamongkolchai

et al. 2019

Drug and Alcohol Review

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“…We found a general relationship between lower brand prices and drinking preference among youth, but the brands our survey respondents reported consuming most frequently were not the cheapest available (Albers, DeJong, William, Naimi, Siegel, & Jernigan, 2014). Among the 951 brands for which we obtained both price and youth consumption data, the three most popular brands among underage drinkers were Bud Light beer ($1.60/ounce of alcohol), Smirnoff malt beverages ($2.38/ounce), and Budweiser beer ($1.29/ounce).…”

Section: Resultsmentioning

confidence: 92%

Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

Roberts

Siegel

DeJong

et al. 2015

Addiction Research & Theory

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Background Alcohol research focused on underage drinkers has not comprehensively assessed the landscape of brand-level drinking behaviors among youth. This information is needed to profile youth alcohol use accurately, explore its antecedents, and develop appropriate interventions. Methods We collected national data on the alcohol brand-level consumption of underage drinkers in the United States and then examined the association between those preferences and several factors including youth exposure to brand-specific alcohol advertising, corporate sponsorships, popular music lyrics, and social networking sites, and alcohol pricing. This paper summarizes our findings, plus the results of other published studies on alcohol branding and youth drinking. Results Our findings revealed several interesting facts regarding youth drinking. For example, we found that: 1) youth are not drinking the cheapest alcohol brands; 2) youth brand preferences differ from those of adult drinkers; 3) underage drinkers are not opportunistic in their alcohol consumption, but instead consume a very specific set of brands; 4) the brands that youth are heavily exposed to in magazines and television advertising correspond to the brands they most often report consuming; and 5) youth consume more of the alcohol brands to whose advertising they are most heavily exposed. Conclusion The findings presented here suggests that brand-level alcohol research will provide important insight into youth drinking behaviors, the factors that contribute to youth alcohol consumption, and potential avenues for effective public health surveillance and programming.

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“…While a price cut through sales promotions may shore up consumption in the short term, it may not necessarily determine brand choices in the long run. For example, Albers et al (2014) found that although brands with lower prices had a high-level prevalence of past 30-day consumption, the youth in that study did not necessarily prefer the cheapest brands in the long run. Roberts et al (2016) also reported a similar result because underage drinkers did not consume the cheapest available brands.…”

Section: Brand Preference Among People Who Use Alcoholmentioning

confidence: 82%

Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

Dumbili

Uwa-Robinson

2022

Journal of Drug Issues

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No previous research has examined how and why Nigerians choose their alcohol brands. Using qualitative data, this study explored brand preference and the reasons for brand choice among 18 to 24 year-old Nigerians who use alcohol. Participants were divided into three categories based on their beer, spirit, and wine preferences. While most men preferred beer and spirits, many women chose traditional and recently developed flavoured beers and spirit-based drinks, which the alcohol industry promotes as women-friendly alcoholic drinks. Some participants chose low-strength brands to avoid heavy drinking and intoxication, while others preferred high-strength brands for immediate bodily thrills/intoxication. Some participants preferred expensive brands to cheaper beverages to construct social identity and portray an affluent lifestyle, while others used the consumption of ‘foreign’ or uncommon brands to enact distinction. Alcohol advertising and peer influence significantly impacted brand awareness and preferences. Interventions should focus on reducing alcohol/brand availability and accessibility in Nigeria.

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The Relationship Between Alcohol Price and Brand Choice Among Underage Drinkers: Are the Most Popular Alcoholic Brands Consumed by Youth the Cheapest?

Cited by 9 publications

References 27 publications

Brand advertising and brand sharing of alcoholic and non‐alcoholic products, and the effects on young Thai people's attitudes towards alcohol use: A qualitative focus group study

Brand advertising and brand sharing of alcoholic and non‐alcoholic products, and the effects on young Thai people's attitudes towards alcohol use: A qualitative focus group study

Brands matter: Major findings from the Alcohol Brand Research Among Underage Drinkers (ABRAND) project

Navigating Alcogenic Brand Environment: Exploring How Young Nigerians Negotiate and Make Sense of Alcohol Brand Preferences

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