Increasing loyalty to breastfeeding : investigating a product development strategy

Parkinson, Joy, Russell-Bennett, Rebekah, & Previte, Josephine (2012) Increasing loyalty to breastfeeding : investigating a product development strategy. Health Marketing Quarterly, 29(3), pp. 223-238.

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This paper demonstrates how social marketing insights were used to influence women’s loyalty to breastfeeding. The paper reports on a social marketing campaign undertaken by the Australian Breastfeeding Association and a government health department, which used a product development strategy in order to increase breastfeeding loyalty. Seeking new approaches to support breastfeeding behaviors is critical and timely, because while initiation rates of breastfeeding are high in developed countries such as the UK, Australia, Canada, and the USA, duration rates are significantly lower. Results indicate that a product focused strategy influences pregnant women’s loyalty to exclusively breastfeeding.

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1 citations in Scopus
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ID Code: 53365
Item Type: Journal Article
Refereed: Yes
Keywords: Social Marketing, Loyalty, Breastfeeding Duration, New Product Development
DOI: 10.1080/07359683.2012.705663
ISSN: 0735-9683
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > MARKETING (150500) > Consumer-Oriented Product or Service Development (150501)
Divisions: Current > QUT Faculties and Divisions > QUT Business School
Copyright Owner: Copyright 2012 Taylor & Francis
Copyright Statement: This is a preprint of an article submitted for consideration in the Health Marketing Quarterly © 2012 [copyright Taylor & Francis]; Health Marketing Quarterly is available online at:
Deposited On: 28 Aug 2012 22:56
Last Modified: 23 Jun 2017 14:43

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