Purpose – Social marketing scholars have posited that influencing policy makers, regulators, managers and educators can help address societal problems “upstream”. Applying “upstream social marketing”, these groups can be treated as target audiences, and through use of marketing...

This article provides first wave data from a study designed to examine the impact of the full range of marketing communication techniques used by the UK alcohol industry, and their cumulative effect on alcohol initiation and youth drinking patterns. The study is of a longitudinal cohort design...

Purpose This paper aims to demonstrate the utility of branding theory for social marketing services. Specifically, this is to our knowledge the first to investigate brand personality (BP) and brand personality appeal (BPA) in a single study as predictors for consumer attitudes and intentions to...