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Introduction -- Globalisation of advertising : an overview of trends and issues / John Sinclair -- Globalisation, branding, and advertising's stakeholders / Linda Brennan and Robert Crawford -- Digital advertising and the new world of "viral" advertising / Lukas Parker, Dang Nguyen and Linda Brennan -- American advertising and the politics of consumption / Jean M. Grow -- Latin america and its influence on global creative advertising / Mensa Marta Torras -- Not an island : the symbiotic connection of the UK and global advertising industry / Matthew Hook -- Advertising in Western Europe : the influence of digital media and sustainability / Isidoro Arroyo-Almaraz and Lilia Ivana Mamic -- Advertising market in Central and Eastern Europe : case study of advertising market in Poland / Tomasz Domanski -- Advertising cultures and global influences in sub-Saharan Africa- Nigerian : South African and Kenyan Models / Rotimi Williams Olatunji -- Advertising in the Middle East & Western Asia : advertising culture and global influences / Reza semnani Jazani -- Indian advertising in the context of globalisation / Hari Sreekumar and Rohit Varman -- Advertising in Singapore : regional hub, global model / Peter Ling -- China : unique approaches to advertising in a globalising world / Julie Bilby and Sinha Kunal -- Australasian advertising and the world / Jackie Dickenson and Robert Crawford -- From global to social : digital communication and the future of globalisation & advertising / Robert Crawford, Linda Brennan, Dang Nguyen and Lukas Parker

Purpose
– This paper aims to offer an interrogation for the purposes of theoretical clarity, precision and validity. Family communication patterns (FCPs) about consumption is a commonly used measure in consumer socialisation. However, it has not been properly assessed for validity in marketing since it was developed in the 1970s. Previously developed and commonly used scales were used to examine communication styles and communication quality to test whether these older measures were still valid and applicable to the modern consumer context.


Design/methodology/approach
– Critique of extant measures suggested the need for a more precise and contemporary conceptualisation of family communication about consumption. A new conceptualisation was then empirically tested using a psychometric theory approach to scale development. By using a dyadic design, family communication between parents and young adult children in 180 families was examined.


Findings
– The early concepts are now outdated and do not readily translate into current language and family interaction styles. The terms "socio-" and "concept-orientation" no longer convey the essence of family communication. Contemporary families perceive "socio-oriented" communication as controlling and negative, while "concept-orientation" is seen as encouraging and positive. Thus, the dimensions are more purposefully labelled as encouraging and controlling family communication. A new typology of family communication styles (FCSs) was developed.


Originality/value
– A new, empirically tested, four-quadrant matrix of FCSs based on consumer socialisation theories is put forward. This includes four distinct communication styles within families, namely permissive (low encouraging and low controlling), prohibitive (low encouraging and high controlling), pluralistic (high encouraging and low controlling) and protective (high encouraging and high controlling) FCSs.

Purpose
– The purpose of this paper is to establish how consumer knowledge is transferred among family members in multi-generational families, based on the consumer socialisation theory. Understanding how consumers learn about consumption and are socialised as consumers is critical to developing marketing strategies throughout the family lifecycle. Central to current conceptions of consumer socialisation is the idea that individuals make decisions as outcomes of previous socialisation processes. However, socialisation takes place in the meso-level social setting and there is need to understand how these meso-systems interact when it comes to consumption.


Design/methodology/approach
– Using a social system design and dyadic analysis, the authors tested knowledge transfer and consumer socialisation agency in multi-generation families in Vietnam, yielding a sample size of 654 individuals and 218 families.


Findings
– The authors demonstrate the role of consumer socialisation agency on consumer knowledge transfer between people within families. The study illustrates that where knowledge is limited, family-related services and household products will be jointly considered within the family.


Research limitations/implications
– This study was undertaken within a single country setting, but the technique and findings have wider implications for collectivist family decision-making in other settings. The limitations of cross-sectional research are acknowledged; the method specifically overcomes issues with self-reported measures by collecting data from multiple people within the social system.


Practical implications
– Our findings suggest that consumer knowledge and learning is bi-directionally transferred through consumer socialisation agency. In complex new market situations, marketers can target the social system and ensure that knowledge will be transferred between members.


Originality/value
– Social system design and dyadic analysis have not previously been used to examine meso-level consumption settings. The results provide unique understanding of consumer learning in social settings.

"The Routledge Companion to Marketing and Society focuses on marketing for social impact as the use of marketing strategies, tools and techniques to improve the well-being of society. As such it does not exclude the use of marketing to increase profit and shareholder value but rather prioritises the social impact of marketing, both positive and negative (even if largely unintended). This companion is a scholarly reference providing an overview of marketing for social impact in terms of its current and emergent themes, debates and developments, as well as reflections on the future of the field. Using marketing tools and techniques for social impact is commonly accepted as an effective commercial strategy (e.g. corporate social responsibility, cause-related marketing) and increasingly accepted as an approach to planned social transformation that can be used to influence positive social change in behaviours such as recycling, healthy eating, domestic violence and human trafficking. This reference volume serves as an authoritative and comprehensive statement on the state of contemporary scholarship focusing on the diverse subject of the social impact of marketing. It features 25 chapters written by international subject specialists within 6 themed sections, including consumer issues, marketing tools, commercial marketing and non-profit marketing. It will find a global audience of scholars and researchers within marketing and cognate fields, interested in using marketing tools and techniques to create social impact in areas such as public health, social and behaviour change communication, sociology and cultural studies"--

This book provides a concise overview of the behaviour change models that are relevant to social marketing in order to assist academics and practitioners in social marketing program development. The book features a review and analysis of the most validated models of behaviour change, together with a number of case studies from international researchers that illustrate these models in practice. The models covered include cognitive, conative, affective, social-cultural and multi-theory models, consumer behavior decision models and social change models.--Provided by publisher

Purpose
– This paper aims to present the findings of a survey into attitudes towards the environment and the pro-environmental behaviours of young adults in Vietnam.


Design/Methodology/Approach
– An online survey was administered to university students in Vietnam's two most populous cities, Ha Noi and Ho Chi Minh City (N = 391).


Findings
– The results suggest that environmental considerations are not taken into account in young Vietnamese adults' purchase intentions. This is more evident in expressive purchases, but also, to some degree, in utilitarian purchases.


Practical implications
– For the marketers of environmentally friendly products, this represents at least two key challenges: first, to try to shift the attitudes of young adult consumers towards thinking of environmental friendliness as an attractive characteristic and status-filled activity for potential expressive purchases. Second, making environmentally friendly alternatives of expressive goods more visible and more widely available in Vietnam.


Social implications
– Non-government organisations and governments seeking to protect the environment need to consider this unique dynamic in social marketing campaigns to increase the desirability of pro-environmental product choices and other pro-environmental behaviours.


Originality/value
– This paper examines pro-environmental behaviours and intentions of young adults in Vietnam for the first time. The paper establishes that self-expression is more important than the environment, and it is also evident that these young consumers are still vulnerable to perceived social pressure when it comes to expressing themselves.

OBJECTIVE: This study presents child helmet use before, during and after implementing the Vietnamese National Child Helmet Action Plan (NCHAP) and evaluates its effect on child helmet use. The NCHAP, an integrated multisector campaign, incorporated a wide-scale public awareness campaign, school-based interventions, increased police patrolling and enforcement, and capacity building and support to relevant government departments in target provinces. METHODS: In Vietnam's three largest cities, 100 schools in 20 districts were selected to monitor motorcycle helmet use behaviour. The effectiveness of the NCHAP was measured by unannounced, filmed observations of student motorcycle passengers and their adult drivers as they arrived or left their schools at four points. Baseline observations at each school were conducted in March 2014, with subsequent observations in April 2015, December 2015 and May 2016. RESULTS: Across the 84 218 observed students, student helmet prevalence increased from 36.1% in March 2014 to 69.3% immediately after the initiation in April 2015. Subsequent observations in December 2015 and May 2016 showed a reduction and stabilisation of helmet use, with 49.8% and 56.9% of students wearing helmets, respectively. Helmet use in students was higher when adult drivers were also wearing helmets. CONCLUSIONS: Integrated multisectoral interventions between governments, civil society and the corporate sector that incorporate communications, school-based education, incentives for change and police enforcement have the potential to increase helmet use among children. Future integrated campaigns may be more effective with an increased focus on parents and other adult drivers given their potential influence on child helmet use.