Is Government Branding 'Just Wall Paper' or Does it Enhance Product Acceptance: Conceptualising Brand Influence in Social Marketing

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