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Alcohol energy drinks : Engaging young consumers in co-creation of alcohol related harm
Jones, Sandra C. Barrie, Lance
Jones, Sandra C.
Barrie, Lance
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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
Date
2009
Type
Conference paper
Journal
Book
Proceedings of the Australian and New Zealand Marketing Academy (ANZMAC) Conference 2009
Volume
Issue
Page Range
1-8
Article Number
ACU Department
ACU Engagement
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DOI
Source URL
Open Access Status
Open access
License
All rights reserved
File Access
Open
Notes
Bronze open access.