Divide and conquer: adolescents, sun protection and brand loyalty segmentation
Conference paper
Lynch, Melissa C. and Jones, Sandra. (2007). Divide and conquer: adolescents, sun protection and brand loyalty segmentation. 2007 International Nonprofit and Social Marketing (INSM) Conference. Griffith University, Brisbane, Queensland, Australia 27 - 28 Sep 2007 Brisbane, Queensland: Griffith University. pp. 63-69
Authors | Lynch, Melissa C. and Jones, Sandra |
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Type | Conference paper |
Abstract | The sun protection practices of Australian adolescents are not only inadequate, but continue to decline. This is despite adequate knowledge levels, and numerous previous educational and mass media campaigns/interventions. A more comprehensive understanding of adolescent attitudes to sun protection, and potentially a social marketing intervention, is thus required. We conducted a series of focus groups to address sun protection product usage and attitudes, and identified a number of Brand Loyalty segmentation groups. This finding demonstrates that attitudes and behaviours amongst adolescents are not homogenous, but that there are specific groups with differing and unique perspectives, requiring tailored intervention strategies. |
Year | 2007 |
Publisher | Griffith University |
Open access | Open access |
Publisher's version | License All rights reserved File Access Level Open |
Book title | Social entrepreneurship, social change and sustainability : Proceedings of the 2007 International Nonprofit and Social Marketing Conference, Brisbane, Australia |
Page range | 63-69 |
Book editor | Sullivan Mort, Gillian |
Hume, Margaret | |
Web address (URL) of conference proceedings | http://hdl.handle.net/10072/19303 |
Research Group | Centre for Health and Social Research |
Output status | Published |
Publication dates | |
Online | 2007 |
Additional information | Bronze open access. © The Author(s) 2007. For information about this conference please refer to the publisher's website or contact the authors. |
Place of publication | Brisbane, Queensland |
https://acuresearchbank.acu.edu.au/item/8626z/divide-and-conquer-adolescents-sun-protection-and-brand-loyalty-segmentation
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Publisher's version
OA_Lynch_2007_Divide_and_conquer_Adolescents_sun_protection.pdf | |
License: All rights reserved | |
File access level: Open |
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