Young Consumers’ Responses to Event Sponsorship Advertisements of Unhealthy Products: Implications of Schema-triggered Affect Theory

McDaniel, Stephen R.; Heald, Gary R.

doi:10.1016/s1441-3523(00)70084-2

Cited by 43 publications

(28 citation statements)

References 54 publications

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“…Through role modeling, the gambling behaviour of adults can make gambling a 'normal event' for young people and professional sportspeople and commentators can be perceived as providing celebrity endorsement . It has been argued that associating attractive, healthy models and sports activities with unhealthy products obscures potential health risks while inducing consumption (McDaniel & Heald, 2000).…”

Section: Factors That May Influence Future Regulatory Changementioning

confidence: 99%

Gambling on sport sponsorship: A conceptual framework for research and regulatory review

Lamont

Hing

Gainsbury

2011

Sport Management Review

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Section: Factors That May Influence Future Regulatory Changementioning

confidence: 99%

Gambling on sport sponsorship: A conceptual framework for research and regulatory review

Lamont

Hing

Gainsbury

2011

Sport Management Review

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“…As sport events have also become arenas for alcohol advertising and sponsorship, research has linked exposure to alcohol advertising targeted at sport audiences to increased levels of alcohol consumption at the associational level (Ellickson et al, 2005;McDaniel and Heald, 2000;Madden and Grube, 1994;Pettigrew et al, 2013;Stacy et al, 2004).…”

Section: Introductionmentioning

confidence: 99%

Alcohol and community football in Australia

Nicholson

Hoye

Brown

2013

International Review for the Sociology of Sport

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This paper focuses on spectators' alcohol use at a regional community football (Australian Rules) club in Victoria, Australia, in the context of a season-long trial to sell only mid-strength (and not full-strength) beer at the ground during home games. Both quantitative and qualitative data were collected on spectators' alcohol choices and preferences together with experiences and attitudes towards the trial. A minority (31%) usually drank alcohol while watching the game and 75% of all supporters agreed with the supply of alcohol at football grounds. Full-strength beer was the drink of choice for 70% of drinkers and faced with a restricted choice of alcohol for purchase (that did not include full-strength beer), 44% reported they would choose full-strength mixed drinks as an alternative. Choosing higher alcohol content drinks if the usual choice was not available was also found in the case of mid-strength beer drinkers, half of whom would choose full-strength beer if mid-strength was unavailable. In bivariate correlations, women, those aged 30-39 years, home supporters and those who did not drink alcohol while spectating were significantly more likely to support the trial. In a regression model the significant predictors were refined to being: female, a non-drinker and aged 50-59 years. Qualitative data supported the idea that the trial had been successful in terms of supporter acceptance of the move to cease the sale of full-strength beer and indicated that the club's relatively supportive and 'family friendly' culture was a key in overcoming earlier opposition to the trial. While the results of this evaluation are mainly positive, the club's particular culture and leadership suggest that its experience may not be transferred in any automatic sense to other clubs both within and without its league where more 'traditional' patterns associated with masculinity and alcohol use may be more persistent and prevalent.

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“…Furthermore, evidence suggests alcohol marketing in Australia often breaches regulatory codes such as The Alcohol Beverages Advertising Code (ABAC) (see www.abac.org.au), which contains clauses stating that alcohol marketing must not have a strong or evident appeal to children or adolescents (Jones and Gordon 2013). Research examining the nexus of alcohol, sport and consumers has identified ethical concerns over brand marketing activities (McDaniel and Heald 2000;McDaniel and Mason 1999;Palmer 2011). As Hastings (2012) points out, this is a global issue, with debate and critique regarding effective solutions ranging from regulations, codes of ethics, legislation, and changes in marketplace practice.…”

Section: Marketing Ethicsmentioning

confidence: 99%

Use of Brand Community Markers to Engage Existing Lifestyle Consumption Communities and Some Ethical Concerns

Gordon

Jones

Barrie

et al. 2014

Journal of Macromarketing

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This study explores how alcohol brands use markers of brand community (consciousness of kind, rituals and traditions, and moral responsibility) to engage existing lifestyle consumption communities. Drawing on consumption community and ethics theory, the article examines the interface between brands and a lifestyle consumption community, and explores ethical issues and implications from this phenomenon. A mixed methods research case study examining alcohol sports sponsorship of the Australian National Rugby League (NRL) is presented to generate understanding of the live context and explore the use of markers of brand community to engage adolescent members of the NRL lifestyle consumption community. Evidence of consciousness of kind, and rituals and traditions relating to brand activity, was identified, but was less evident in relation to moral responsibility. The study also identified some important theoretical, practical, and ethical implications. This research addresses a significant gap in the current literature by identifying how community markers can be used by brands to engage existing lifestyle consumption communities, and distinguishing ethical implications that warrant attention.

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Young Consumers’ Responses to Event Sponsorship Advertisements of Unhealthy Products: Implications of Schema-triggered Affect Theory

Cited by 43 publications

References 54 publications

Gambling on sport sponsorship: A conceptual framework for research and regulatory review

Gambling on sport sponsorship: A conceptual framework for research and regulatory review

Alcohol and community football in Australia

Use of Brand Community Markers to Engage Existing Lifestyle Consumption Communities and Some Ethical Concerns

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