Sales Personnel Process

Topics: Energy drink, Brand, Alcoholic beverage Pages: 11 (3968 words) Published: January 13, 2013
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

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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

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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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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.
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