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dc.contributor.author
Pantani, Daniela
dc.contributor.author
Peltzer, Raquel Inés
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dc.contributor.author
Cremonte, Mariana
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Robaina, Katherine
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Babor, Thomas
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Pinsky, Ilana
dc.date.available
2018-10-12T17:25:43Z
dc.date.issued
2017-01
dc.identifier.citation
Pantani, Daniela; Peltzer, Raquel Inés; Cremonte, Mariana; Robaina, Katherine; Babor, Thomas; et al.; The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean; Wiley Blackwell Publishing, Inc; Addiction; 112; S1; 1-2017; 74-80
dc.identifier.issn
0001-8082
dc.identifier.uri
http://hdl.handle.net/11336/62328
dc.description.abstract
Aims: The aims were to: (1) identify, monitor and analyse the Corporate Social Responsibility (CSR) practices of the alcohol industry in Latin America and the Caribbean (LAC) and (2) examine whether the alcohol industry is using these actions to market their products and brands. Methods: Nine health experts from Argentina, Brazil and Uruguay conducted a content analysis of 218 CSR activities using a standardized protocol. A content rating procedure was used to evaluate the marketing potential of CSR activities as well as their probable population reach and effectiveness. The LEAD procedure (longitudinal, expert and all data) was applied to verify the accuracy of industry-reported descriptions. Results: A total of 55.8% of the actions were found to have a marketing potential, based on evidence that they are likely to promote brands and products. Actions with marketing potential were more likely to reach a larger audience than actions classified with no marketing potential. Most actions did not fit into any category recommended by the World Health Organization; 50% of the actions involving classroom and college education for young people were found to have marketing potential; 62.3% were classified as meeting the definition of risk management CSR. Conclusion: Alcohol industry Corporate Social Responsibility activities in Latin America and the Caribbean appear to have a strategic marketing role beyond their stated philanthropic and public health purpose.
dc.format
application/pdf
dc.language.iso
eng
dc.publisher
Wiley Blackwell Publishing, Inc
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dc.rights
info:eu-repo/semantics/openAccess
dc.rights.uri
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
dc.subject
ADVERTISING
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ALCOHOL INDUSTRY
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ALCOHOL MARKETING
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CORPORATE SOCIAL RESPONSIBILITY
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LATIN AMERICA
dc.subject.classification
Psicología
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dc.subject.classification
Psicología
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CIENCIAS SOCIALES
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dc.title
The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
dc.type
info:eu-repo/semantics/article
dc.type
info:ar-repo/semantics/artículo
dc.type
info:eu-repo/semantics/publishedVersion
dc.date.updated
2018-10-09T19:32:35Z
dc.journal.volume
112
dc.journal.number
S1
dc.journal.pagination
74-80
dc.journal.pais
Reino Unido
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dc.journal.ciudad
Londres
dc.description.fil
Fil: Pantani, Daniela. Universidade Federal de Sao Paulo; Brasil
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Fil: Peltzer, Raquel Inés. Universidad Nacional de Mar del Plata; Argentina
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Fil: Cremonte, Mariana. Universidad Nacional de Mar del Plata; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Mar del Plata; Argentina
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Fil: Robaina, Katherine. University of Connecticut; Estados Unidos
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Fil: Babor, Thomas. University of Connecticut; Estados Unidos
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Fil: Pinsky, Ilana. Universidade Federal de Sao Paulo; Brasil
dc.journal.title
Addiction
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dc.relation.alternativeid
info:eu-repo/semantics/altIdentifier/doi/http://dx.doi.org/10.1111/add.13616
dc.relation.alternativeid
info:eu-repo/semantics/altIdentifier/url/https://onlinelibrary.wiley.com/doi/full/10.1111/add.13616
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