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An investigation into the effects of sporting involvement and alcohol sponsorship on underage drinking

Davies, Fiona Margaret 2009. An investigation into the effects of sporting involvement and alcohol sponsorship on underage drinking. International Journal of Sports Marketing & Sponsorship 11 (1) , pp. 25-45.

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Abstract

This study investigates the alcohol consumption intentions of 14 and 15 year olds and impact of sponsorship on likelihood of these behaviours. Findings showed that boys who were involved in sport were more likely to drink alcohol and get drunk. Girls involved in sport showed more negative attitudes than their peers towards alcohol. It is argued that boys involved in sport are socialized into a traditional masculine alcohol and sports culture, which is reinforced by sponsorship. Evidence from studies on tobacco sponsorship suggests that health-related marketing communications and the use of low-alcohol or non-alcohol brands for sports sponsorship could be more effective than a ban in changing the culture.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HN Social history and conditions. Social problems. Social reform
R Medicine > RA Public aspects of medicine
Publisher: International Marketing Reports Publications (IMR)
ISSN: 1464-6668
Related URLs:
Last Modified: 19 Mar 2016 23:05
URI: http://orca-mwe.cf.ac.uk/id/eprint/37777

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