Mum or bub? Which influences breastfeeding loyalty

Parkinson, Joy, Russell-Bennett, Rebekah and Previte, Josephine (2012) Mum or bub? Which influences breastfeeding loyalty. Australasian Marketing Journal, 20 1: 16-23. doi:10.1016/j.ausmj.2011.10.010

Author Parkinson, Joy
Russell-Bennett, Rebekah
Previte, Josephine
Title Mum or bub? Which influences breastfeeding loyalty
Journal name Australasian Marketing Journal
ISSN 1441-3582
Publication date 2012-02
Year available 2011
Sub-type Article (original research)
DOI 10.1016/j.ausmj.2011.10.010
Volume 20
Issue 1
Start page 16
End page 23
Total pages 8
Editor Sussie Morrish
Christina Lee
Place of publication Oxford, United Kingdom
Publisher Elsevier
Collection year 2013
Language eng
Abstract The need for social marketing research in the area of breastfeeding is highlighted by the failure of campaigns to increase breastfeeding rates over the past two decades in developed countries. This is despite evidence of the health benefits of longer breastfeeding duration to both baby and mother, and the high levels of expenditure on these campaigns. Whilst past campaign approaches typically focus on baby-oriented factors, breastfeeding is a complex behaviour that for many women involves barriers that influence their commitment to continued breastfeeding. Using social marketing, this research investigates the role of mother-centred factors on loyalty to breastfeeding. A sample of 405 Australian women completed an online survey. The data were analysed using structural equation modelling, which revealed that mother-oriented, rather than baby-oriented, factors influence attitudinal and behavioural loyalty to breastfeeding.
Keyword Social marketing
Social support
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ
Additional Notes Available online 17 November 2011. Special Section: ANZMAC 2010.

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
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Created: Wed, 04 Apr 2012, 10:33:26 EST by Karen Morgan on behalf of UQ Business School