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

Autores
Pantani, Daniela; Peltzer, Raquel Inés; Cremonte, Mariana; Robaina, Katherine; Babor, Thomas; Pinsky, Ilana
Año de publicación
2017
Idioma
inglés
Tipo de recurso
artículo
Estado
versión publicada
Descripción
Aims: 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 Organization; 50% of the actions involving classroom and college education for young people were found to have marketing potential; 62.3% 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.
Fil: Pantani, Daniela. Universidade Federal de Sao Paulo; Brasil
Fil: Peltzer, Raquel Inés. Universidad Nacional de Mar del Plata; Argentina
Fil: Cremonte, Mariana. Universidad Nacional de Mar del Plata; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Mar del Plata; Argentina
Fil: Robaina, Katherine. University of Connecticut; Estados Unidos
Fil: Babor, Thomas. University of Connecticut; Estados Unidos
Fil: Pinsky, Ilana. Universidade Federal de Sao Paulo; Brasil
Materia
ADVERTISING
ALCOHOL INDUSTRY
ALCOHOL MARKETING
CORPORATE SOCIAL RESPONSIBILITY
LATIN AMERICA
Nivel de accesibilidad
acceso abierto
Condiciones de uso
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
Repositorio
CONICET Digital (CONICET)
Institución
Consejo Nacional de Investigaciones Científicas y Técnicas
OAI Identificador
oai:ri.conicet.gov.ar:11336/62328
Acceder
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network_name_str CONICET Digital (CONICET)
spelling The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the CaribbeanPantani, DanielaPeltzer, Raquel InésCremonte, MarianaRobaina, KatherineBabor, ThomasPinsky, IlanaADVERTISINGALCOHOL INDUSTRYALCOHOL MARKETINGCORPORATE SOCIAL RESPONSIBILITYLATIN AMERICAhttps://purl.org/becyt/ford/5.1https://purl.org/becyt/ford/5Aims: 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 Organization; 50% of the actions involving classroom and college education for young people were found to have marketing potential; 62.3% 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.Fil: Pantani, Daniela. Universidade Federal de Sao Paulo; BrasilFil: Peltzer, Raquel Inés. Universidad Nacional de Mar del Plata; ArgentinaFil: Cremonte, Mariana. Universidad Nacional de Mar del Plata; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Mar del Plata; ArgentinaFil: Robaina, Katherine. University of Connecticut; Estados UnidosFil: Babor, Thomas. University of Connecticut; Estados UnidosFil: Pinsky, Ilana. Universidade Federal de Sao Paulo; BrasilWiley Blackwell Publishing, Inc2017-01info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttp://purl.org/coar/resource_type/c_6501info:ar-repo/semantics/articuloapplication/pdfapplication/pdfhttp://hdl.handle.net/11336/62328Pantani, Daniela; Peltzer, Raquel Inés; Cremonte, Mariana; Robaina, Katherine; Babor, Thomas; et al.; The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean; Wiley Blackwell Publishing, Inc; Addiction; 112; S1; 1-2017; 74-800001-8082CONICET DigitalCONICETenginfo:eu-repo/semantics/altIdentifier/doi/10.1111/add.13616info:eu-repo/semantics/altIdentifier/url/https://onlinelibrary.wiley.com/doi/full/10.1111/add.13616info:eu-repo/semantics/openAccesshttps://creativecommons.org/licenses/by-nc-sa/2.5/ar/reponame:CONICET Digital (CONICET)instname:Consejo Nacional de Investigaciones Científicas y Técnicas2025-09-03T10:08:49Zoai:ri.conicet.gov.ar:11336/62328instacron:CONICETInstitucionalhttp://ri.conicet.gov.ar/Organismo científico-tecnológicoNo correspondehttp://ri.conicet.gov.ar/oai/requestdasensio@conicet.gov.ar; lcarlino@conicet.gov.arArgentinaNo correspondeNo correspondeNo correspondeopendoar:34982025-09-03 10:08:49.809CONICET Digital (CONICET) - Consejo Nacional de Investigaciones Científicas y Técnicasfalse
dc.title.none.fl_str_mv The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
title The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
spellingShingle The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
Pantani, Daniela
ADVERTISING
ALCOHOL INDUSTRY
ALCOHOL MARKETING
CORPORATE SOCIAL RESPONSIBILITY
LATIN AMERICA
title_short The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
title_full The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
title_fullStr The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
title_full_unstemmed The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
title_sort The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean
dc.creator.none.fl_str_mv Pantani, Daniela
Peltzer, Raquel Inés
Cremonte, Mariana
Robaina, Katherine
Babor, Thomas
Pinsky, Ilana
author Pantani, Daniela
author_facet Pantani, Daniela
Peltzer, Raquel Inés
Cremonte, Mariana
Robaina, Katherine
Babor, Thomas
Pinsky, Ilana
author_role author
author2 Peltzer, Raquel Inés
Cremonte, Mariana
Robaina, Katherine
Babor, Thomas
Pinsky, Ilana
author2_role author
author
author
author
author
dc.subject.none.fl_str_mv ADVERTISING
ALCOHOL INDUSTRY
ALCOHOL MARKETING
CORPORATE SOCIAL RESPONSIBILITY
LATIN AMERICA
topic ADVERTISING
ALCOHOL INDUSTRY
ALCOHOL MARKETING
CORPORATE SOCIAL RESPONSIBILITY
LATIN AMERICA
purl_subject.fl_str_mv https://purl.org/becyt/ford/5.1
https://purl.org/becyt/ford/5
dc.description.none.fl_txt_mv Aims: 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 Organization; 50% of the actions involving classroom and college education for young people were found to have marketing potential; 62.3% 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.
Fil: Pantani, Daniela. Universidade Federal de Sao Paulo; Brasil
Fil: Peltzer, Raquel Inés. Universidad Nacional de Mar del Plata; Argentina
Fil: Cremonte, Mariana. Universidad Nacional de Mar del Plata; Argentina. Consejo Nacional de Investigaciones Científicas y Técnicas. Centro Científico Tecnológico Conicet - Mar del Plata; Argentina
Fil: Robaina, Katherine. University of Connecticut; Estados Unidos
Fil: Babor, Thomas. University of Connecticut; Estados Unidos
Fil: Pinsky, Ilana. Universidade Federal de Sao Paulo; Brasil
description Aims: 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 Organization; 50% of the actions involving classroom and college education for young people were found to have marketing potential; 62.3% 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.
publishDate 2017
dc.date.none.fl_str_mv 2017-01
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
http://purl.org/coar/resource_type/c_6501
info:ar-repo/semantics/articulo
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/11336/62328
Pantani, Daniela; Peltzer, Raquel Inés; Cremonte, Mariana; Robaina, Katherine; Babor, Thomas; et al.; The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean; Wiley Blackwell Publishing, Inc; Addiction; 112; S1; 1-2017; 74-80
0001-8082
CONICET Digital
CONICET
url http://hdl.handle.net/11336/62328
identifier_str_mv Pantani, Daniela; Peltzer, Raquel Inés; Cremonte, Mariana; Robaina, Katherine; Babor, Thomas; et al.; The marketing potential of corporate social responsibility activities: the case of the alcohol industry in Latin America and the Caribbean; Wiley Blackwell Publishing, Inc; Addiction; 112; S1; 1-2017; 74-80
0001-8082
CONICET Digital
CONICET
dc.language.none.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv info:eu-repo/semantics/altIdentifier/doi/10.1111/add.13616
info:eu-repo/semantics/altIdentifier/url/https://onlinelibrary.wiley.com/doi/full/10.1111/add.13616
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
eu_rights_str_mv openAccess
rights_invalid_str_mv https://creativecommons.org/licenses/by-nc-sa/2.5/ar/
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv Wiley Blackwell Publishing, Inc
publisher.none.fl_str_mv Wiley Blackwell Publishing, Inc
dc.source.none.fl_str_mv reponame:CONICET Digital (CONICET)
instname:Consejo Nacional de Investigaciones Científicas y Técnicas
reponame_str CONICET Digital (CONICET)
collection CONICET Digital (CONICET)
instname_str Consejo Nacional de Investigaciones Científicas y Técnicas
repository.name.fl_str_mv CONICET Digital (CONICET) - Consejo Nacional de Investigaciones Científicas y Técnicas
repository.mail.fl_str_mv dasensio@conicet.gov.ar; lcarlino@conicet.gov.ar
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score 13.13397

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