Purpose – The purpose of this study is to understand the effect of price promotions, venue and place of residence on low‐risk, risky and high‐risk alcohol consumption behaviour of young women between 18 and 24 years of age who attend university in Australia, Wales and Germany....

Purpose – The objective of this research is not only to provide a new theoretical framework to overcome doctrinal inconsistencies related to the reward recycling technique but also to empirically contrast the proposed explanations. Design/methodology/approach – This research follows a...

Purpose – This paper seeks to examine institutional publishing in six socially oriented marketing journals generally and then to explore the performance within Asian institutions and those within Australia and New Zealand, in detail. Design/methodology/approach – Authorships of Journal of...

Purpose The purpose of this paper is to explore reasons behind meat consumption. It aims to find out what motivates meat consumers and explore the opportunities of social marketing to counteract negative environmental and health trends. Design/methodology/approach An exploratory Australian...

Purpose – The purpose of this paper is to examine spending pattern of Chinese migrant workers from rural regions to urban cities from a social identity perspective, which stems from Chinese Hukou system (household registry system). This study proposes a theoretical model for consumer utility...

Purpose – The purpose of this paper is to examine which particular marketing strategies will work best in which particular business environments. It also aims to test a series of propositions that the choice of marketing strategy needs to be carefully considered so that it is appropriate for a...

Purpose – Social marketing initiatives designed to address the UK's culture of unhealthy levels of drinking among young adults have achieved inconclusive results to date. The paper aims to investigate the gap between young people's perceptions of alcohol consumption and those of government...

Purpose – This research aims to extend the social marketing literature by considering the network effect as a social marketing tool. The network effect is seen as complementary to traditional social marketing tools. Design/methodology/approach – The authors study the implementation of a good...

Purpose – The purpose of the editorial is to accompany this special issue on “Social marketing: social change”. Design/methodology/approach – The editorial presents three invited reflections by Philip Kotler, Michael Polonsky and Gerard Hastings. It also discusses the articles in this...