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Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/853

Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: The influence of branding on adolescent smoking behaviour: Exploring the mediating role of image and attitudes
Author(s): Grant, Ian C
Hassan, Louise
Hastings, Gerard
MacKintosh, Anne Marie
Eadie, Douglas
Contact Email: gerard.hastings@stir.ac.uk
Keywords: Branding
Image
Attitude
Smoking
Adolescents
Issue Date: Aug-2008
Publisher: John Wiley & Sons
Citation: Grant IC, Hassan L, Hastings G, MacKintosh AM & Eadie D (2008) The influence of branding on adolescent smoking behaviour: Exploring the mediating role of image and attitudes, International Journal of Nonprofit and Voluntary Sector Marketing, 13 (3), pp. 275-285.
Abstract: Enhancing our understanding of the possible impact that tobacco marketing has on adolescent smoking continues to be an important issue for those involved in the marketing and public health domains. Adolescence is recognised as a time of fundamental change. Commercial brands traditionally achieve their ‘youth credibility’ as a result of the carefully crafted, symbiotic practices of awareness generation and image formation. Evidence exists on how tobacco advertisers create branded properties using traditional forms of advertising. Since 2003, such advertising has been comprehensively banned. This study investigates the continuing effects of tobacco marketing communications in a post advertising era. In this article, we examine the process of brand awareness, brand image, attitude formation and intention to smoke by adolescents. Based on 926 respondents from a UK wide study, we build a conceptual model to assess the inter-relationships between these constructs. Our model also examines the potential influences of peers on adolescents’ attitude toward smoking and intention to smoke. Results based on structural equation modelling show strong influence of branding on both attitude and intention. These finding have important implications for government anti-smoking policies particularly in regard to generic packaging and point of sale displays.
Type: Journal Article
URI: http://hdl.handle.net/1893/853
DOI Link: http://dx.doi.org/10.1002/nvsm.329
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author; you can only request a copy if you wish to use this work for your own research or private study
Affiliation: University of Strathclyde
University of Stirling
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