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.
| Original language | English (US) |
|---|---|
| Pages (from-to) | 23-39 |
| Number of pages | 17 |
| Journal | Asia Pacific Journal of Marketing and Logistics |
| Volume | 27 |
| Issue number | 1 |
| DOIs | |
| State | Published - Jan 12 2015 |
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All Science Journal Classification (ASJC) codes
- Business and International Management
- Strategy and Management
- Marketing
Cite this
}
The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau. / Chow, Clement S.F.; Kaynak, Erdener; Mak, Winnie.
In: Asia Pacific Journal of Marketing and Logistics, Vol. 27, No. 1, 12.01.2015, p. 23-39.Research output: Contribution to journal › Article
TY - JOUR
T1 - The effect of plain packaging format in cigarette labeling on smoking intent and brand likability among young non-smokers in Macau
AU - Chow, Clement S.F.
AU - Kaynak, Erdener
AU - Mak, Winnie
PY - 2015/1/12
Y1 - 2015/1/12
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=84946545063&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84946545063&partnerID=8YFLogxK
U2 - 10.1108/APJML-04-2014-0056
DO - 10.1108/APJML-04-2014-0056
M3 - Article
AN - SCOPUS:84946545063
VL - 27
SP - 23
EP - 39
JO - Asia Pacific Journal of Marketing and Logistics
JF - Asia Pacific Journal of Marketing and Logistics
SN - 1355-5855
IS - 1
ER -