Journal article
Brand advertising and brand sharing of alcoholic and non-alcoholic products, and the effects on young Thai people's attitudes towards alcohol use: A qualitative focus group study
R Kaewpramkusol, K Senior, S Nanthamongkolchai, R Chenhall
Drug and Alcohol Review | WILEY | Published : 2019
DOI: 10.1111/dar.12910
Abstract
Introduction and Aims: The dominant Thai alcohol companies have strategically employed brand advertising and brand sharing (using a very similar branding for both alcoholic and non-alcoholic products) to circumvent restrictive alcohol advertising regulations. As empirical evidence confirms that exposure to alcohol advertisements increases youth drinking, young Thais could be at risk of constant and incidental exposure to alcohol advertising, hence leading to increased alcohol consumption. This study aims to explore young people's perceptions of these alcohol branding strategies and to examine how exposure to such advertising strategies affect their attitudes towards alcohol use. Design and M..
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Funding Acknowledgements
This research has been conducted with the support of the Australian Government Research Training Program Scholarship. We are very grateful to the students who kindly participated in the study. This work was carried out with funding from University of Wollongong School of Health and Society and Thailand's Centre for Alcohol Studies, and with the support from Mahidol University (Faculty of Public Health and Faculty of Environmental and Resource Studies) and Global Health Division, Ministry of Public Health, Thailand. We acknowledge Dr Heather Jamieson (University of Wollongong) for helpful comments on the initial draft of this manuscript. The funding bodies had no role in study design, analysis, decision to publish or preparation of the manuscript.