Adolescents' Perceptions of Cigarette Brand Image: Does Plain Packaging Make a Difference?

Germain, Daniella; Wakefield, Melanie; Durkin, Sarah

doi:10.1016/j.jadohealth.2009.08.009

Cited by 140 publications

(154 citation statements)

References 16 publications

(19 reference statements)

Supporting

Mentioning

144

Contrasting

Unclassified

Order By: Relevance

“…There can be a justifiable argument against the validity of several researches that have measured brand image while creating a hypothetical condition in which all or some of branding elements of cigarette packs were eliminated (Wakefield et al 2008;Germain et al, 2010). In those cases, known as plain package researches, negative reaction of respondents to brands can be attributed to a transient psychological gap caused by loss of an ever-present quality.…”

Section: Discussionmentioning

confidence: 99%

External Quality Cues’ Impact on Developing Cigarette Brand Image

Hasangholipour¹,

Nazari²,

Ghafoury³

2013

BMS

View full text Add to dashboard Cite

We examined the causal effect of external quality cues on brand image of cigarettes, in the absence of any internal cue, among Iranian adults. The experimental research employed a 3*2*2 factorial design with three levels of graphic quality, two levels of price and two levels of product variety signs. Results suggested that all three factors had an impact on brand image, though the effects varied noticeably among smokers and non-smokers. The effect of moderating variables was also studied and results indicated that a respondent's profile and status, particularly his age, education, marital status and number of cigarette-consuming companions could influence the way he interprets the quality cues. Moderating factors were formulated as a new variable we called it permeability.

show abstract

Section: Discussionmentioning

confidence: 99%

External Quality Cues’ Impact on Developing Cigarette Brand Image

Hasangholipour¹,

Nazari²,

Ghafoury³

2013

BMS

View full text Add to dashboard Cite

show abstract

“…When comparing the relative influence of graphic-only ad parodies versus cigarette package warnings on risks perception, we may observe that cigarette packages are poorly branded. They only exhibit cigarette brands name and warnings, and could be perceived as boring and unattractive, making therefore health warning more noticeable (Germain, Wakefield and Durkin 2009) compared with the richer message developed by graphic-only ad parodies. Relying on previous arguments, we propose the following hypotheses: H3: Subjects exposed to graphic-only ad parodies perceive cigarette brands as more risky than subjects exposed to text-only ad parodies (a), but less risky than subjects exposed to cigarette package warnings (b).…”

Section: The Cognitive Route To Persuasionmentioning

confidence: 99%

“…Also, focusing on consumers' attitude toward specific cigarette brands and not toward smoking in general finds support in that anti-tobacco warnings appear relatively ineffective in influencing attitude toward smoking among young adults who already hold strong preconceptions on smoking's adverse health effects (Pechmann and Ratneshwar 1994). However, they can clearly influence a more changing variable such as cigarette brands attitude (Germain et al 2009). Thus, we focus more precisely on the following questions: What is the influence of anti-tobacco brand ad parodies compared with cigarette package warnings on consumers' attitude about cigarette brands?…”

Section: Introductionmentioning

confidence: 99%

Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…

Robinson¹

2015

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

View full text Add to dashboard Cite

This paper compares the effects of anti-tobacco ad parodies and visual cigarette package warnings on emotional and cognitive responses of young adults. The findings indicate that graphic-only ad parodies can compete with warnings in their attempt to damage consumers' attitude toward tobacco brands through the health beliefs they lead consumers to associate to the brand. On the contrary, text-only ad parodies prove counterproductive and lead to a boomerang effect characterized by an increase in consumers' tobacco brand attitude.

show abstract

“…The medical literature suggests that plain packaging reduces the utility of the smoking experience. Germain, Wakefield and Durkin (2010), for example, find that plain packaging reduces positive brand-image associations for adolescents, and raises negative expectations as to taste. Similarly, Wakefield et al (2013) find that plain packaging reduces the perceived quality of tobacco products, and that consumers perceive plainpackaged tobacco products to be less satisfying than branded tobacco.…”

Section: Theoretical Predictionsmentioning

confidence: 99%