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dc.contributor.advisorRundle-Thiele, Sharyn
dc.contributor.authorBuyucek, Nuray
dc.date.accessioned2018-01-23T02:16:20Z
dc.date.available2018-01-23T02:16:20Z
dc.date.issued2017
dc.identifier.doi10.25904/1912/3779
dc.identifier.urihttp://hdl.handle.net/10072/365272
dc.description.abstractExcessive alcohol consumption is a common practice in licensed premises (Fortin, Belanger, & Moulin, 2015) and is a global problem (Graham et al., 2011). Excessive alcohol consumption poses threats to both individuals and society (Laslett et al., 2010; WHO, 2011a). Different approaches have been taken to minimise harm caused by alcohol, for example law enforcement (Wechsler, Lee, Nelson, & Lee, 2003), education (Clark, Ringwalt, Shamblen, & Hanley, 2011), and social marketing (Kubacki, Rundle-Thiele, Pang, & Buyucek, 2015). Social marketing is a behaviour change approach, and the use of social marketing benchmarks has been suggested as one means to highlight the essential characteristics of social marketing (Andreasen, 2002). One of the benchmarks is consumer orientation, which requires deep understanding of the target audience, and typically occurs through formative research (Kubacki & Rundle-Thiele, 2017). While mixed methods are recommended to obtain deep insights, application of mixed method research designs in the formative research phase in social marketing remains limited (Truong & Dang, 2017).
dc.languageEnglish
dc.publisherGriffith University
dc.publisher.placeBrisbane
dc.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.
dc.subject.keywordsSocial marketing
dc.subject.keywordsAlcohol consumption
dc.subject.keywordsTarget audience
dc.subject.keywordsMixed method research designs
dc.title“On Premise Alcohol Consumption: A Stakeholder Perspective in Social Marketing”
dc.typeGriffith thesis
dc.date.embargoEnd2018-05-19
gro.facultyGriffith Business School
gro.rights.copyrightThe author owns the copyright in this thesis, unless stated otherwise.
gro.hasfulltextFull Text
dc.contributor.otheradvisorKubacki, Krzysztof
dc.contributor.otheradvisorKnox, Kathy
gro.identifier.gurtIDgu1505370548770
gro.source.ADTshelfnoADT0
gro.source.GURTshelfnoGURT
gro.thesis.degreelevelThesis (PhD Doctorate)
gro.thesis.degreeprogramDoctor of Philosophy (PhD)
gro.departmentGriffith Business School
gro.griffith.authorBuyucek, Nuray


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