Can alcohol sponsorship be diluted by health messaging?

Article


Kelly, Sarah Jane, Ireland, Michael, Mangan, John and Williamson, Harley. 2018. "Can alcohol sponsorship be diluted by health messaging?" Sport in Society. 21 (3), pp. 434-451. https://doi.org/10.1080/17430437.2017.1346617
Article Title

Can alcohol sponsorship be diluted by health messaging?

ERA Journal ID40593
Article CategoryArticle
AuthorsKelly, Sarah Jane (Author), Ireland, Michael (Author), Mangan, John (Author) and Williamson, Harley (Author)
Journal TitleSport in Society
Journal Citation21 (3), pp. 434-451
Number of Pages18
Year2018
Place of PublicationUnited Kingdom
ISSN1743-0437
1743-0445
Digital Object Identifier (DOI)https://doi.org/10.1080/17430437.2017.1346617
Web Address (URL)http://www.tandfonline.com/doi/full/10.1080/17430437.2017.1346617
Abstract

Concerns surround the association between alcohol advertising and alcohol consumption amongst audiences. Research has examined the link in broadcast sports, yet limited attention is directed towards newer media. This paper examines whether there is a link between alcohol sponsorship in sports games and alcohol brand recall, recognition and choice, and whether in-game health messages moderate this association. Simulated games designed specifically for this study are used to observe whether in- game alcohol sponsorship combined with embedded health messages affect the player’s brand awareness. Findings highlight the influence of in-game alcohol sponsorship placement on brand awareness, yet embedded health messages do not impact consumer behaviours. This research provides evidence suggesting regulations in games may be warranted and further examination of health messaging in sponsor brand placement necessary.

Keywordsalcohol consumption; sponsorship; sports; health
Contains Sensitive ContentDoes not contain sensitive content
ANZSRC Field of Research 2020420603. Health promotion
350604. Marketing communications
520399. Clinical and health psychology not elsewhere classified
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Byline AffiliationsUniversity of Queensland
School of Psychology and Counselling
Institution of OriginUniversity of Southern Queensland
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Ireland, Michael. 2012. "Meditation and psychological health and functioning: a descriptive and critical review." The Scientific Review of Mental Health Practice. 9 (1), pp. 4-19.
Meditation and psychological health: modeling theoretically derived predictors, processes, and outcomes
Ireland, Michael James. 2013. "Meditation and psychological health: modeling theoretically derived predictors, processes, and outcomes." Mindfulness. 4 (4), pp. 362-374. https://doi.org/10.1007/s12671-012-0136-z
Meditative insight: conceptual and measurement development
Ireland, Michael J.. 2013. "Meditative insight: conceptual and measurement development." Mental Health, Religion and Culture. 16 (1), pp. 79-99. https://doi.org/10.1080/13674676.2011.645225
Effect of context on performance approach orientation
Izadikhah, Zahra, Jackson, Chris and Ireland, Michael J.. 2012. "Effect of context on performance approach orientation." American Journal of Psychology. 125 (2), pp. 193-207. https://doi.org/10.5406/amerjpsyc.125.2.0193