Increasing loyalty to breastfeeding: investigating a product development strategy

Parkinson, Joy, Russell-Bennett, Rebekah and Previte, Josephine (2012) Increasing loyalty to breastfeeding: investigating a product development strategy. Health Marketing Quarterly, 29 3: 223-238. doi:10.1080/07359683.2012.705663

Author Parkinson, Joy
Russell-Bennett, Rebekah
Previte, Josephine
Title Increasing loyalty to breastfeeding: investigating a product development strategy
Journal name Health Marketing Quarterly   Check publisher's open access policy
ISSN 0735-9683
Publication date 2012-07
Sub-type Article (original research)
DOI 10.1080/07359683.2012.705663
Volume 29
Issue 3
Start page 223
End page 238
Total pages 16
Place of publication Philadelphia, PA, United States
Publisher Routledge
Collection year 2013
Language eng
Abstract This article demonstrates how social marketing insights were used to influence women's loyalty to breastfeeding. The article 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 United Kingdom, Australia, Canada, and the United States, duration rates are significantly lower. Results indicate that a product- focused strategy influences pregnant women's loyalty to exclusively breastfeeding.
Keyword Loyalty
Breastfeeding duration
New product development
Social marketing
Q-Index Code C1
Q-Index Status Confirmed Code
Institutional Status UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: Official 2013 Collection
UQ Business School Publications
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Citation counts: Scopus Citation Count Cited 1 times in Scopus Article | Citations
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Created: Wed, 12 Dec 2012, 16:27:42 EST by Karen Morgan on behalf of UQ Business School