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This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public health is surprisingly limited.

Seventeen studies were identified following systematic literature review procedures.

Coupling of social marketing and public health sponsorship with changes in policies in sporting clubs and associations offers an effective means to achieve desired outcomes, e.g. behaviour change.

The analysis presented in this review included information that was reported in the identified studies, which might be an incomplete representation of work undertaken but not reported. All of the studies identified in this review were conducted in English-speaking countries. Considerable opportunity for future research is apparent, and areas for future research are outlined.

Limited evidence was available, and additional research examining the effectiveness of sponsorship in attaining behavioural change is urgently needed. Future studies should assess the role, scope of involvement in, aims and benefits of non-government sponsors of public health and social marketing campaigns; use methods that do not rely on self-reporting, such as observations; and explore the influence of health sponsorship on attitudes, social norms and behaviours.

This is the first study to provide a systematic review of the use of sports sponsorship in public health and social marketing.

The purpose of this paper is to present an innovative reflexive process evaluation method for a social marketing programme featuring an innovative virtual reality (VR) simulation experience for adolescents.

A process evaluation framework focusing on three key elements – context, implementation and mechanisms of impact – was followed in this study. In total, 374 participants (mean age: 15.2 years, 58 per cent female) completed outcome evaluation surveys before and after the programme delivery, and 300 participants completed qualitative feedback forms following their participation in the VR component of the programme.

A process evaluation delivers insights beyond those attained in outcome evaluations, enhancing the understanding of factors contributing to programme success or failure that can be used to improve future programme iterations. The VR experience demonstrated high satisfaction scores with users, and the findings demonstrate the importance of a multi-disciplinary and industry partnered programme approach to support VR implementation and delivery.

This research demonstrates that additional learnings are obtained from a process evaluation. The findings are limited to one specific research programme, and the outcome effects of the VR simulation have not been assessed in isolation.

The methods outlined in this paper offer a process evaluation tool that can be used by marketers and other practitioners to reflect on programme success or failure to enhance core offerings.

The application of Moore et al.’s (2015) process evaluation framework delivers a reflexive research tool that can be applied to critically consider three key elements: context, implementation and mechanisms of impact of developed programmes. VR’s capacity to provide a satisfying and highly valued programme resource that participants value for its realistic, novel and immersive experiential learning experience was demonstrated.

Evidence indicates that active school travel (AST) including walking can effectively lower levels of obesity among school-age children. Yet Queensland has been identified as one of the most inactive states in Australia where only 5 per cent of Years 1 and 5 children engaged in AST on a daily basis. The purpose of this paper is to explain walking to school behaviour among Queensland children by investigating the explanatory potential of the ecological and cognitive active commuting (ECAC) model.

An online survey of 537 carers in Queensland, Australia was conducted to collect data about demographics and the variables in the ECAC model. Structural equation modelling was used to analyse the ECAC model and the pathways between variables.

The results indicate that the ECAC model explained 53.4 per cent of the variance in walking to school. Social norms are the dominating factor in the model. Distance to school affects how the ECAC model works by moderating the associations among walking to school behaviours, perceived risks, and social norms.

Changing carers’ social norms and lowering the perceived risks they associate with walking to school should increase the incidence of walking to school in Queensland.

Although the ECAC model was proposed as a comprehensive framework to explain walking to school behaviour, to date, it has not been tested empirically. Informed by a modified ECAC framework this study aims to empirically explore the factors that may be preventing or facilitating Queensland children from walking to school.

In recent years there has been a welcome growth of interest in learning how artists understand, engage with and respond to aspects of business practice such as marketing. In the case of music it has been suggested that artists are by no means universally motivated by commercial success, and in many cases find the practices of mass marketing repellent. However, there is general agreement that the study of attitudes of artists is still in its infancy, not just in terms of identifying the research agenda, but just as pressingly in identifying a range of appropriate methodological tools for understanding the phenomenon. This paper aims to address these issues.

This paper describes a study where the focus was narrowed to a single genre (jazz), a single country (Poland) and a single artistic level (acts which have been successful both commercially and artistically). In total three biographical interviews were completed, involving four jazz musicians.

The research found many points of convergence with earlier studies, in particular the primacy of the artistic ideal over commercial imperatives. The evidence of this study, though, suggests that jazz musicians can engage with markets through a variety of different methods, which are heavily influenced by their desired and actual artistic identities.

This study sought to make a contribution to a growing area of research into musicians' identities outside the USA.

Although music has been indicated by nightclubs and pubs' patrons as the most important service offering, the service marketing literature provides very little guidance on how artists could increase their audience satisfaction with an experiential product such as live music. This paper aims to give a wider understanding of jazz musicians' experience of their role in the creation of live performance.

A total of 12 biographical interviews with 16 professional jazz musicians were completed.

The respondents identified audience, agents and venue owners as important elements of their product; however, they were inclined to see their live performance rather as an experience created by the product itself.

As the quality of relationship between musicians and wider business is in need of significant improvement, this paper identified potential sources of misunderstanding in a saturated and highly competitive marketplace. Practical implications include the need for venue managers to consider the consequences of poor relations with artists, as a bad practice in that area may negatively affect their ability to sustain their customer base. With the improvements in communication and more understanding for employee's feelings, one might create better working conditions, improve work satisfaction and commitment.

There are few studies that address the relations between musicians and venue owners, and “since the music is realized in a social and professional context, practitioners may operate different constructions of what is involved from those of observers”. Therefore this paper offers insights into the experience of live music from musicians' point‐of‐view.

The purpose of the paper is to explore the relation between locality and college students' binge drinking. The aim is to deepen understanding of the influence of three kinds of localities, such as: family home, residential halls and public venue on students' binge drinking.

The research method employed was four focus groups interview conducted with 25 college students in Poland and Canada where the incidence of binge drinking is high. Focus group data were transcribed, the Polish sample was translated into English, and all data were then analyzed.

Various localities distinguished in this paper seem to have different influences on students' binge drinking. Notably, students living in college residential halls binged on more occasions than their counterparts.

The qualitative character of research presented in this paper means the results cannot be uncritically generalized. Exploration of the influence of locality on students' binge drinking requires further investigation.

The influence of locality on binge drinking had not previously been explored in isolation. Consideration of these factors in isolation using a qualitative lens identified that locations involving homogeneous inhabitants, e.g. college residential halls and socialist housing blocks with large numbers of young people who are co‐located can be associated with higher levels of binge drinking. Such homogenous locations are characterized by individuals who are all in a similar stage of life, with common interests and aspirations. Other locations such as the family home involve heterogeneous influences and these result in lower levels of binge drinking.

Earlier studies into consumer ethnocentrism focused on identification of the level of ethnocentric tendencies in different countries and their investigation for various categories of products. This research contributes to a wider understanding of that phenomenon, aiming to explore the characteristics of Polish consumers' national and regional ethnocentric attitudes and behaviours, especially symptoms of those attitudes in relationship with locally produced brands of beer.

All the data were collected on a university campus in Poland in late autumn 2007 in a group of ten university students. Purposive sampling was used to establish two focus groups within the industry's main target market age group, each of which met on two occasions, three weeks apart.

The main identified issues broadly covered two main categories: national ethnocentrism and regional ethnocentrism. The findings point to the relative importance of elements such as brand image (based on Polish culture and referring to its symbols), local brands as contributors to local identities and the form of their expression, as well as a moral obligation to buy local brands.

Indicative findings suggest that several areas need to be further investigated in future research in order to better understand the characteristics of national and regional ethnocentric tendencies, and the contribution they make to local identities.

The proportion of young people binge drinking continues to grow despite extensive research efforts aiming to reverse this growing trend. Binge drinking has typically been viewed as the consumption of five or more standard drinks or units in a single drinking session. Research on binge drinking is US centric and largely quantitative. This paper, using qualitative methods, aims to gain richer insights into binge drinking.

Seven focus groups involving 36 participants were conducted in Poland and Canada. Focus group data were transcribed and analysed.

Three distinct types of binge drinking were identified. The authors termed these initiation, indulgence and moderation. The paper details how each type of binge drinking can be distinguished through different attitudes and drinking behaviours.

Any observations made in this paper are restricted by the sample used and the methodology employed, and therefore cannot be uncritically generalised. The findings should be used to further investigate the phenomena, in different contexts, with different respondents and using different methods, in order to deepen the understanding of binge drinking.

The results suggest that rather than thinking of binge drinking as one thing, binge drinking should be thought of as different types, involving different behaviours and attitudes.

To date the literature has viewed binge drinking as a single phenomenon. This study is the first to put forward the notion that binge drinking should not be defined as one thing, i.e. consuming five or more alcohol drinks in one day. The framework offered in this paper will assist future researchers to consider different types of binge drinking.

The purpose of this paper is to investigate young female consumers' motivations and perceptions of their alcohol consumption in the context of the changing drinking culture among women.

All the data were collected on a university campus in Poland. The research was conducted in two phases, using two research methods: consumer diaries and consumer collages. In Phase 1, purposive sampling was used to establish a group of five female students, all aged 22, who were asked to keep individual written diaries. In Phase 2, consumer collages were prepared and interpreted by four groups consisting of 24 female students.

Both sets of data were thematically analysed, and the emerging themes were divided into two major issues: drinking motives and control and limits.

This research is limited by a small sample recruited from one university, and the indicative findings should be used in further research.

Better understanding of female students' drinking culture will help to develop more targeted and effective policies and social marketing programmes to prevent further rise in alcohol consumption among female students.

This research contributes to the existing literature by deepening our understanding of the unique characteristics of female undergraduate students' drinking, and identifying the areas of convergence between male and female alcohol consumption. It also explores the motivations behind these convergence processes and highlights areas in which differences between genders are still strong.