Can alcohol sponsorship be diluted by health messaging?
Article
Article Title | Can alcohol sponsorship be diluted by health messaging? |
---|---|
ERA Journal ID | 40593 |
Article Category | Article |
Authors | Kelly, Sarah Jane (Author), Ireland, Michael (Author), Mangan, John (Author) and Williamson, Harley (Author) |
Journal Title | Sport in Society |
Journal Citation | 21 (3), pp. 434-451 |
Number of Pages | 18 |
Year | 2018 |
Publisher | Taylor & Francis |
Place of Publication | United Kingdom |
ISSN | 1743-0437 |
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. |
Keywords | alcohol consumption; sponsorship; sports; health |
Contains Sensitive Content | Does not contain sensitive content |
ANZSRC Field of Research 2020 | 420603. Health promotion |
350604. Marketing communications | |
520399. Clinical and health psychology not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | University of Queensland |
School of Psychology and Counselling | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q4816/can-alcohol-sponsorship-be-diluted-by-health-messaging
782
total views10
total downloads11
views this month0
downloads this month