“On Premise Alcohol Consumption: A Stakeholder Perspective in Social Marketing”
dc.contributor.advisor | Rundle-Thiele, Sharyn | |
dc.contributor.author | Buyucek, Nuray | |
dc.date.accessioned | 2018-01-23T02:16:20Z | |
dc.date.available | 2018-01-23T02:16:20Z | |
dc.date.issued | 2017 | |
dc.identifier.doi | 10.25904/1912/3779 | |
dc.identifier.uri | http://hdl.handle.net/10072/365272 | |
dc.description.abstract | Excessive 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.language | English | |
dc.publisher | Griffith University | |
dc.publisher.place | Brisbane | |
dc.rights.copyright | The author owns the copyright in this thesis, unless stated otherwise. | |
dc.subject.keywords | Social marketing | |
dc.subject.keywords | Alcohol consumption | |
dc.subject.keywords | Target audience | |
dc.subject.keywords | Mixed method research designs | |
dc.title | “On Premise Alcohol Consumption: A Stakeholder Perspective in Social Marketing” | |
dc.type | Griffith thesis | |
dc.date.embargoEnd | 2018-05-19 | |
gro.faculty | Griffith Business School | |
gro.rights.copyright | The author owns the copyright in this thesis, unless stated otherwise. | |
gro.hasfulltext | Full Text | |
dc.contributor.otheradvisor | Kubacki, Krzysztof | |
dc.contributor.otheradvisor | Knox, Kathy | |
gro.identifier.gurtID | gu1505370548770 | |
gro.source.ADTshelfno | ADT0 | |
gro.source.GURTshelfno | GURT | |
gro.thesis.degreelevel | Thesis (PhD Doctorate) | |
gro.thesis.degreeprogram | Doctor of Philosophy (PhD) | |
gro.department | Griffith Business School | |
gro.griffith.author | Buyucek, Nuray |
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Contains the higher degree research theses completed by Griffith graduates.