The influence of branding on adolescent smoking behaviour: exploring the mediating role of image and attitudes

Ian C. Grant, Louise M. Hassan, Gerard B. Hastings, Anne Marie Mackintosh, Douglas Eadie, Cancer Research UK (Funder)

Research output: Contribution to journalArticle

Abstract

This study investigates the continuing effects of tobacco marketing communications in a post advertising era, focusing on the constructs of brand awareness, brand image, attitude formation and intention to smoke by adolescents. A conceptual model is presented, based on 926 respondents from a UK wide study, to assess brand-related interrelationships and influences of peers on adolescents' attitudes toward smoking and intention to smoke. Results show the strong influence of branding on both attitude and intention, and have implications for government anti-smoking policies specifically in regard to generic packaging and point of sale displays.
Original languageEnglish
Pages (from-to)1-11
Number of pages10
JournalInternational Journal of Nonprofit and Voluntary Sector Marketing
Volume13
Issue number3
DOIs
Publication statusPublished - 2007

Keywords

  • tobacco marketing
  • smoking
  • marketing
  • branding
  • imagery
  • consumer behaviour

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