Association of Point-of-Purchase Tobacco Advertising and Promotions with Choice of Usual Brand among Teenage Smokers
2002; Taylor & Francis; Volume: 7; Issue: 2 Linguagem: Inglês
10.1080/10810730290087996
ISSN1087-0415
AutoresMelanie Wakefield, Erin Ruel, Frank J. Chaloupka, Sandy J. Slater, Nancy J. Kaufman,
Tópico(s)Consumer Behavior in Brand Consumption and Identification
ResumoAbstract The objective is to determine the relationship between brand-specific advertising and promotions in convenience stores for Marlboro and Camel cigarettes and choice of usual brand among school students. A cross-sectional survey was designed that merged records of store tobacco advertising and promotions. The survey was administered to 3,890 U.S. high school smokers with a usual brand, matched to 196 convenience stores. Choice of Marlboro as a usual brand was associated with presence of a Marlboro gift with purchase (p < .001) and a greater brand share of interior (p = .05) and exterior (p = .05) advertising voice for Marlboro. Choice of Camel as a usual brand was associated with a greater share of interior advertising voice for Camel (p < .001) but was unrelated to a Camel gift with purchase promotions (p > .05) and negatively associated with a greater share of exterior advertising voice for Camel (p < .001). The results are consistent with the notion that Marlboro-specific advertising and promotions may influence choice of Marlboro as a usual brand to smoke among teens, but results for Camel are mixed and inconclusive. Further research is required to confirm and extend these findings.
Referência(s)