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Presentation
Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm
Faculty of Health and Behavioural Sciences - Papers (Archive)
  • Sandra C. Jones, University of Wollongong
  • Lance Barrie, University of Wollongong
RIS ID
29826
Publication Date
1-1-2009
Publication Details

Jones, S. C. & Barrie, L. (2009). Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm. Proceedings of the Australian and New Zealand Marketing Academy Conference (pp. 1-8). Melbourne, Australia: Australian and New Zealand Marketing Academy.

Abstract
Alcohol-energy drinks are a relatively new entry to the alcohol market, but have rapidly gained popularity among young drinkers. Unfortunately, these products are also associated with higher levels of alcohol-related harm, including negative health effects and increased levels of aggression and violence. This paper reports on the social image functions served by these products, as perceived by university students; and suggests that there is a need to look beyond alcohol advertising to other factors that increase consumption – including pricing, distribution, use of social media, and consumer co-creation of brand image. Keywords: attitude, behaviour, experience, perception, public health, responsibility, alcohol
Citation Information
Sandra C. Jones and Lance Barrie. "Alcohol energy drinks: engaging young consumers in co-creation of alcohol related harm" (2009) p. 1 - 8
Available at: http://works.bepress.com/sjones/42/