Alcohol regulation, communication strategies and underage alcohol consumption in Spain: Implications for social marketing

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Rodríguez Sánchez, Carla; Sancho-Esper, Franco;
(2016)
  • Publisher: Emerald
  • Related identifiers: doi: 10.1108/JSOCM-08-2015-0056
  • Subject: Regulatory changes | Underage alcohol consumption | Sponsorship | Comercialización e Investigación de Mercados | Advertising | Communication strategy
    mesheuropmc: health care economics and organizations

Purpose. The purpose of this paper is twofold. First, it examines the communication strategies pursued by firms related to alcohol beverages in Spain during a decade with major changes in alcohol marketing regulations. Second, it analyzes the relationship between these ... View more
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