Cigarette brand loyalty in Australia: findings from the ITC Four Country Survey.

ABSTRACT:

Background and aim

There is little academic research on tobacco brand loyalty and switching, and even less in restrictive marketing environments such as Australia. This paper examines tobacco brand family loyalty, reasons for choice of brand and the relation between these and sociodemographic variables over a period of 10 years in Australia.

Methods

Data from current Australian smokers from 9 waves of the International Tobacco Control Policy Evaluation 4-Country Survey covering the period from 2002 to early 2012. Key measures reported were having a regular brand, use for at least 1 year, brand stability (derived from same reported brand at successive waves), and reasons for choosing brands.

Results

Measures of brand loyalty showed little change across the period, with

SUBMITTER: Cowie GA 

PROVIDER: S-EPMC4426261 | biostudies-literature | 2014 Mar

REPOSITORIES: biostudies-literature