Research to date has not systematically examined the role and relative impact of individual-level cultural orientations. The literature offers no dominant approach as to the nature (direct, moderating or both) of individual-level cultural orientations. Thus, examination and comparison of the...

Purpose – In 2005, the European Union launched a four‐year antismoking television advertising campaign across its 25 Member States. This study aims to evaluate the second and third years (2006 and 2007) of the campaign based on telephone interviews with over 24,000 consumers (smokers,...

Purpose: The placement of warning labels on alcoholic beverages is a policy area with renewed interest, yet a strong evidence base regarding the efficacy of text-based or pictorial warning labels has still to emerge. Increased interest by policymakers has spurred research into potential alcohol...

Purpose – Branding literature indicates that consumers buy branded products because they expect higher quality compared with non‐branded products. However, as private‐label brands improve in quality and deliver more value to customers, a reassessment of intention to buy manufacturer brands...

Governments in many developed countries are increasing their efforts to reduce smoking. In line with their commitment for action, governments use anti-smoking advertising to highlight the health risks of smoking and regulatory measures to dissuade consumers from consuming tobacco. In the past,...