Is government branding ‘just wall paper’ or does it enhance product acceptance : conceptualising brand influence in social marketing

Sibbick, Joseph B., Previte, Josephine A., & Russell-Bennett, Rebekah (2007) Is government branding ‘just wall paper’ or does it enhance product acceptance : conceptualising brand influence in social marketing. In International Non-profit and Social Marketing Conference, 27-28 September 2007, Brisbane.


Much of social marketing contains little marketing (Rothschild 1999). Arguably this is the root cause of why social marketing practitioners in government are confused about ‘what social marketing is, what social marketing is not’. We suggest that much of the confusion surrounding social marketing can be minimised by reminding practitioners involved in social change programs about the ‘product mix’ and the fundamental influence of branding in demarketing initiatives. We argue that government demarketing initiatives, which are typically aimed at reducing behaviours that consumers enjoy (e.g. drinking, speeding, gambling), will be influenced by the Australian government brand attributes and brand personality. This paper discusses preliminary findings which indicate that using a government brand in social marketing reduces consumers’ acceptance of the social marketing intervention. Drawing from this analysis, the paper outlines a revised social marketing research model. In proposing this model, the authors present two positive outcomes. First, a research direction to assist practitioners in making better marketing decisions; second, a starting point for future consumer research which will enable practitioners to actively manage Australian government brands and their influence in social marketing programs

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ID Code: 18035
Item Type: Conference Paper
Refereed: Yes
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Advertising, Marketing & Public Relations
Copyright Owner: Copyright 2007 [please consult the authors]
Deposited On: 18 Feb 2009 06:54
Last Modified: 10 Aug 2011 17:27

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