Journal article

Impact of the introduction of standardised packaging on smokers' brand awareness and identification in Australia

James Balmford, Ron Borland, Hua-Hie Yong

DRUG AND ALCOHOL REVIEW | WILEY | Published : 2016

Abstract

INTRODUCTION AND AIMS: The introduction of standardised packaging (SP) in Australia in December 2012 has heightened interest in how image and branding might affect smoking. This paper tests the hypothesis that brand awareness and identification among smokers will decline after the introduction of SP. DESIGN AND METHODS: Longitudinal study of three waves of smokers in Australia, conducted between October 2011-February 2012 (pre-SP) (n = 1104), February-May 2013 (post-SP1) (n = 1093) and August-December 2014 (post-SP2) (n = 1090). We explored the extent of changes in two variables, brand awareness (noticing others with the brand of cigarettes you smoke) and brand identification (perceiving som..

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Grants

Awarded by Medical University of South Carolina


Awarded by Canadian Institutes of Health Research


Awarded by National Health and Medical Research Council of Australia


Awarded by NATIONAL CANCER INSTITUTE


Funding Acknowledgements

We would like to thank members of the Data Management Core at the University of Waterloo for assistance in preparing the data for this analysis, and Dr Michelle Scollo for her assistance in compiling the market segment data. Waves 8.5, 9 and 10 (Australia) of the ITC Four-Country Survey are supported by multiple grants including grant P01 CA138389 (Medical University of South Carolina), National Cancer Institute of the United States, Canadian Institutes of Health Research (MOP115016), and National Health and Medical Research Council of Australia (APP1005922).