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University of Wollongong

Research Online
Faculty of Health and Behavioural Sciences - Papers Faculty of Health and Behavioural Sciences

2009

Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm Sandra C. Jones
University of Wollongong, sandraj@uow.edu.au

Lance Barrie
University of Wollongong, lanceb@uow.edu.au

Publication Details
Jones, S. C. & Barrie, L. (2009). Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian and New Zealand Marketing Academy.

Research Online is the open access institutional repository for the University of Wollongong. For further information contact the UOW Library: research-pubs@uow.edu.au

Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm Abstract

Alcohol-energy drinks are a relatively new entry to the alcohol market, but have rapidly gained popularity among young drinkers. Unfortunately, these products are also associated with higher levels of alcohol-related harm, including negative health effects and increased levels of aggression and violence. This paper reports on the social image functions served by these products, as perceived by university students; and suggests that there is a need to look beyond alcohol advertising to other factors that increase consumption – including pricing, distribution, use of social media, and consumer co-creation of brand image. Keywords: attitude, behaviour, experience, perception, public health, responsibility, alcohol Keywords

energy, co, creation, harm, drinks, engaging, young, alcohol, consumers, related Disciplines

Arts and Humanities | Life Sciences | Medicine and Health Sciences | Social and Behavioral Sciences Publication Details

Jones, S. C. & Barrie, L. (2009). Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian and New Zealand Marketing Academy.

This conference paper is available at Research Online: http://ro.uow.edu.au/hbspapers/280

Page 1 of 8

ANZMAC 2009

Alcohol-energy drinks: Engaging young consumers in co-creation of alcohol-related harm Sandra C. Jones, University of Wollongong, sandraj@uow.edu.au Lance Barrie, University of Wollongong, lanceb@uow.edu.au Abstract Alcohol-energy drinks are a relatively new entry to the alcohol market, but have rapidly gained popularity among young drinkers. Unfortunately, these products are also associated with higher levels of alcohol-related harm, including negative health effects and increased levels of aggression and violence. This paper reports on the social image functions served by these products, as perceived by university students; and suggests that there is a need to look beyond alcohol advertising to other factors that increase consumption – including pricing, distribution, use of social media, and consumer co-creation of brand image. Keywords: attitude, behaviour, experience, perception, public health, responsibility, alcohol

ANZMAC 2009

Page 2 of 8

Alcohol-energy drinks: Engaging young consumers in co-creation of alcohol-related harm Introduction The presence of both utilitarian and image motives in consumer purchasing decisions is well established (Mittal, 1990). Thus brands can offer intangible benefits that go beyond the functional benefits of a product (Schuiling and Moss, 2004), and differentiate an otherwise common product from functionally identical ones in the eyes of the consumer. High brand equity is evidenced by willingness to pay a price premium; brand loyalty and satisfaction; perceived quality; popularity in comparison to other brands; perceived value; organizational associations; brand awareness; market share; and market price (Aaker, 1996). An analysis of...
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