Can alcohol sponsorship be diluted by health messaging?

Kelly, Sarah Jane and Ireland, Michael and Mangan, John and Williamson, Harley (2017) Can alcohol sponsorship be diluted by health messaging? Sport in Society. pp. 1-18. ISSN 1743-0437


Concerns surround the association between alcohol advertising and alcohol consumption amongst audiences. Research has examined the link in broadcast sports, yet limited attention is directed towards newer media. This paper examines whether there is a link between alcohol sponsorship in sports games and alcohol brand recall, recognition and choice, and whether in-game health messages moderate this association. Simulated games designed specifically for this study are used to observe whether in- game alcohol sponsorship combined with embedded health messages affect the player’s brand awareness. Findings highlight the influence of in-game alcohol sponsorship placement on brand awareness, yet embedded health messages do not impact consumer behaviours. This research provides evidence suggesting regulations in games may be warranted and further examination of health messaging in sponsor brand placement necessary.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Published online 17 July 2017. Permanent restricted access to ArticleFirst version in accordance with the copyright policy of the publisher.
Faculty / Department / School: Current - Faculty of Health, Engineering and Sciences - School of Psychology and Counselling
Date Deposited: 29 Jan 2018 06:04
Last Modified: 04 May 2018 03:55
Uncontrolled Keywords: alcohol consumption; sponsorship; sports; health
Fields of Research : 11 Medical and Health Sciences > 1117 Public Health and Health Services > 111712 Health Promotion
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150502 Marketing Communications
17 Psychology and Cognitive Sciences > 1701 Psychology > 170106 Health, Clinical and Counselling Psychology
Socio-Economic Objective: C Society > 92 Health > 9202 Health and Support Services > 920208 Health Policy Evaluation
Identification Number or DOI: 10.1080/17430437.2017.1346617

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