Brand Advertising and Young Thai People’s Attitudes Towards Alcohol Use

This study found that despite a range of alcoholic and non‐alcoholic products under the same branding, participants associated the logos primarily with beer—the flagship product.

Brand advertising is a dynamic tool that affects young people’s attitudes towards the advertised brands and alcohol use. Due to early exposure to the brands, brand sharing increases brand familiarity and, among other factors, potentially affects alcohol use attitudes and purchase intentions.