Sales Personnel Process

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, [e-mail]

Lance Barrie
University of Wollongong, [e-mail]

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: [e-mail]

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

References: Aaker, D., 1996. Building strong brands, Simon & Schuster, New York. American Medical Association, 2003. Youth drinking patterns and alcohol advertising in Educational Forum on Adolescent Health. Available from http://www.amaassn.org/ama1/pub/upload/mm/39/proceedingsalcohol.pdf, accessed 24 June 2009. Beaudoin, P., Lachance, M.J., Robitaille, J., 2003. Fashion innovativeness, fashion diffusion and brand sensitivity among adolescents. Journal of Fashion Marketing and Management 7 (1), 23-30. Chaplin, L.N., Roedder J. D., 2005. The development of self-brand connections in children and adolescents. Journal of Consumer Research 32 (1), 119-129. Evans, W.D., Wasserman, J., Bertolotti, E., Martino, S., 2002. Branding behavior: The strategy behind the Truth campaign. Social Marketing Quarterly 8 (3), 17-29. Ferreira, S.E., de Mello, M.T., Pompeia, S. and de Souza-Formigoni, M.L., 2006. Effects of energy drink ingestion on alcohol intoxication. Alcoholism: Clinical and Experimental Research 30 (4), 598–605. Founier, S., 1998. Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research 24 (4), 343-373. Grant, I.J., Stephen, G.R., 2005. Buying behaviour of “tweenage” girls and key societal communicating factors influencing their purchasing of fashion clothing. Journal of Fashion Marketing and Management 9 (4), 450-467. Keen, N., 2007. Alcohol shots, bombs banned, Daily telegraph, available from http://www.news.com.au/dailytelegraph/story/0,22049,21711381-5005941,00.html, accessed 10 June 2009. Kotler, P., Adam, S., Brown, L., Armstrong, G., 2003. Principles of marketing (Second ed.), Prentice Hall, New Jersey. MacDonald, B., 2007. Red Bull, alcohol and drugs 'can spark violence '. Irish Independent. 21 February ed. Dublin. Marczinski, C.A., Fillmore, M.T., 2006. Clubgoers and Their Trendy Cocktails: Implications of Mixing Caffeine in to Alcohol on Information Processing and Subjective Reports of Intoxication. Experimental and Clinical Psychopharmacology 14 (4), 450-58. Mittal, B., 1990. The relative roles of brand beliefs and attitude toward the ad as mediators of brand attitude: A second look. Journal of Marketing Research 27 (2), 209-219. O 'Brien, M. C., McCoy, T. P., Rhodes, S. D., Wagoner, A., Wolfson, M., 2008. Caffeinated cocktails: Energy drink consumption, high-risk drinking, and alcohol-related consequences among college students. Academic Emergency Medicine 15 (5), 453-60. ANZMAC 2009 Page 8 of 8 Passikoff, R., 2005. Brand expectations of US youth. Young Consumers 6 (3), 26-29. Schuiling, I., Moss, G., 2004. How different are branding strategies in the pharmaceutical industry and the fast-moving consumer goods sector? Brand Management 11 (5), 366-380. Sirgy, M.J., 1982. Self-concept in consumer behavior: A critical review. Journal of Consumer Research 9 (3), 287-300. Song, E.Y., 2008. Mixing alcohol with caffeine: Heavy episodic drinking, driving while intoxicated, and alcohol-related consequences among youth, Proceedings of the American Public Health Association 136th Annual Meeting, San Diego. Taylor, S.L., Cosenza, R.M., 2002. Profiling later aged female teens: Mall shopping behavior and clothing choice. Journal of Consumer Marketing 19 (5), 393-408.