UM  > 工商管理學院
The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau
Clement S.F. Chow1; Erdener Kaynak2; Winnie Mak1
2015
Source PublicationAsia Pacific Journal of Marketing and Logistics
ISSN1355-5855
Volume27Issue:1Pages:23-39
Abstract

Purpose

The purpose of this paper is to find out whether the plain packaging format in cigarette labeling is worth adopting or not.

Design/methodology/approach

A lab experiment with a 2 (existing vs plain packaging format) × 2 (familiar vs unfamiliar brand) factorial design was conducted with Chinese subjects in Macau.

Findings

The plain packaging format in cigarette labeling reduces both smoking intent and brand likability in familiar brand condition but not unfamiliar brand condition.

Social implications

When many governments are currently deliberating about whether to follow the plain packaging initiative, this study constitutes a timely investigation of the effects of it on smoking intent and brand likability among Chinese young non-smokers. The positive effect of the plain packaging in familiar brand condition provides the justification of adopting it by the governments.

Originality/value

Studies of plain packaging have not been taking brand familiarity into consideration (the only exceptional study used the top three familiar brands and thus failed to examine the familiarity effect) but the study focussed on it. In the data analysis, if brand familiarity is not considered, wrong conclusion will be drawn. Therefore, by having brand familiarity as moderator, the authors are able to correctly conclude that plain packaging format is worth adopting.

KeywordBrand familiarity Smoking Intent Plain Packaging Brand Likability Cigarette Labeling Lab Experiment
DOIhttps://doi.org/10.1108/APJML-04-2014-0056
Indexed BySSCI
Language英语
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
WOS IDWOS:000355623300003
PublisherEmerald Group Publishing Limited
Fulltext Access
Citation statistics
Cited Times [WOS]:1   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF MANAGEMENT AND MARKETING
Affiliation1.Faculty of Business Administration, University of Macau, Tapia, People's Republic of China
2.School of Business Administration, Pennylvania State University at Harrisburg, Middletown, Pennsylvania, US
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Clement S.F. Chow,Erdener Kaynak,Winnie Mak. The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau[J]. Asia Pacific Journal of Marketing and Logistics,2015,27(1):23-39.
APA Clement S.F. Chow,Erdener Kaynak,&Winnie Mak.(2015).The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau.Asia Pacific Journal of Marketing and Logistics,27(1),23-39.
MLA Clement S.F. Chow,et al."The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau".Asia Pacific Journal of Marketing and Logistics 27.1(2015):23-39.
Related Services
Recommend this item
Bookmark
Usage statistics
Export to Endnote
Google Scholar
Similar articles in Google Scholar
[Clement S.F. Chow]'s Articles
[Erdener Kaynak]'s Articles
[Winnie Mak]'s Articles
Baidu academic
Similar articles in Baidu academic
[Clement S.F. Chow]'s Articles
[Erdener Kaynak]'s Articles
[Winnie Mak]'s Articles
Bing Scholar
Similar articles in Bing Scholar
[Clement S.F. Chow]'s Articles
[Erdener Kaynak]'s Articles
[Winnie Mak]'s Articles
Terms of Use
No data!
Social Bookmark/Share
All comments (0)
No comment.
 

Items in the repository are protected by copyright, with all rights reserved, unless otherwise indicated.