The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean

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dc.citation.volume112
dc.contributor.authorPantani, Daniela [UNIFESP]
dc.contributor.authorPeltzer, Raquel
dc.contributor.authorCremonte, Mariana
dc.contributor.authorRobaina, Katherine
dc.contributor.authorBabor, Thomas
dc.contributor.authorPinsky, Ilana [UNIFESP]
dc.coverageHoboken
dc.date.accessioned2020-07-31T12:46:45Z
dc.date.available2020-07-31T12:46:45Z
dc.date.issued2017
dc.description.abstractAims 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 Organizationen
dc.description.abstract50% of the actions involving classroom and college education for young people were found to have marketing potentialen
dc.description.abstract62.3% 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.en
dc.description.affiliationUniv Fed Sao Paulo, Dept Psychiat, Rua Borges Lagoa 570,1 Andar, BR-04038000 Sao Paulo, SP, Brazil
dc.description.affiliationNatl Ctr Addict & Subst Abuse, New York, NY USA
dc.description.affiliationNatl Univ Mar del Plata, CONICET, Mar Del Plata, Buenos Aires, Argentina
dc.description.affiliationUniv Connecticut, Ctr Hlth, Dept Community Med & Hlth Care, Farmington, CT USA
dc.description.affiliationUnifespUniversidade Federal de São Paulo (UNIFESP), Department of Psychiatry, Rua Borges Lagoa, 570, 1° andar, Vila Clementino, São Paulo, SP 04038‐000, Brazil.
dc.description.sourceWeb of Science
dc.description.sponsorshipInternational Development Research Centre
dc.description.sponsorshipAlcohol Research UK
dc.description.sponsorshipInstitute of Alcohol Studies
dc.description.sponsorshipIDInternational Development Research Centre: 107 203-001
dc.format.extent74-80
dc.identifierhttp://dx.doi.org/10.1111/add.13616
dc.identifier.citationAddiction. Hoboken, v. 112, p. 74-80, 2017.
dc.identifier.doi10.1111/add.13616
dc.identifier.issn0965-2140
dc.identifier.urihttps://repositorio.unifesp.br/handle/11600/56345
dc.identifier.wosWOS:000393953000008
dc.language.isoeng
dc.publisherWiley
dc.relation.ispartofAddiction
dc.rightsinfo:eu-repo/semantics/openAccess
dc.subjectAdvertisingen
dc.subjectalcohol industryen
dc.subjectalcohol marketingen
dc.subjectCaribbeanen
dc.subjectcorporate social responsibilityen
dc.subjectLatin Americaen
dc.titleThe marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbeanen
dc.typeinfo:eu-repo/semantics/article
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