YOUNG CONSUMERS LOYALTY TOWARDS ALCOHOL IN THE CONTEXT OF SOCIAL MARKETING

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Published:
Dec 28, 2013
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No. 10(59) (2013)
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Dariusz Siemieniako
Politechnika Białostocka, Wydział Zarządzania, Katedra Marketingu i Przedsiębiorczości

DOI: https://doi.org/10.22630/PEFIM.2013.10.59.116
Keywords : marketing, alcohol, loyalty, ethnocentrism, patriotism, locality, nostalgy
Abstract
It is observed increasing unhealthy alcohol consumption amongst young people. The goal of this paper is to present possibilities of implementing social marketing to reduction unhealthy alcohol consumption, in relation to loyalty towards alcohol amongst young consumers. The antecedents of those loyalty behaviours are social and cultural factors. In the paper it is presented the analysis of four social and cultural factors, such us: ethnocentrism, patriotism, locality and nostalgy, which showed the specificity of young consumers loyalty towards alcohol.

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How to Cite
Siemieniako, D. (2013). YOUNG CONSUMERS LOYALTY TOWARDS ALCOHOL IN THE CONTEXT OF SOCIAL MARKETING. The Scientific Journal European Policies, Finance and Marketing, (10(59), 653–661. https://doi.org/10.22630/PEFIM.2013.10.59.116
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