Please use this identifier to cite or link to this item: http://hdl.handle.net/10553/54779
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dc.contributor.authorDiaz Meneses, Gonzalo
dc.contributor.authorLuri Rodríguez, Ignacio
dc.date.accessioned2019-02-18T14:40:29Z-
dc.date.available2019-02-18T14:40:29Z-
dc.date.issued2015
dc.identifier.issn2042-6763
dc.identifier.urihttp://hdl.handle.net/10553/54779-
dc.description.abstractPurpose - The purpose of this paper is, as the health benefits of breastfeeding for mother and child have already been fully ascertained, to highlight the differences on why short-and long-term breastfeeding mothers adopt their respective behaviours. Based on these findings, a model for long-term breastfeeding is put forward here. The aim is to identify the specific variables and processes that create confidence during the early days in breastfeeding mothers so that social marketing campaigns can be deployed more effectively to sustain this behaviour over time.Design/methodology/approach - The validity and reliability of the scales used were tested using Cronbach's alpha and exploratory and confirmatory factor analyses. Differences in cognition, attitudes and behaviour with respect to breastfeeding between the short-and long-term breastfeeding mothers were analysed with ANOVA and multi-group structural equation modelling. An independent self-administered questionnaire was given to 311 breastfeeding mothers in 2008. The surveys were carried out at the Maternity Hospital together with five other medical centres on the island of Gran Canaria (5 per cent error and 95 per cent reliability). This can be considered to be a fair representation of trends in breastfeeding in Spain, as most births take place in similar state hospitals.Findings - As expected, short-and long-term breastfeeding mothers differed over the key variables. While attitudes toward, and knowledge of, breastfeeding produce the adoption of breastfeeding, long-term commitment seems to relate more to general knowledge on health and other intangibles.Practical implications - In light of these results, specific marketing efforts should be designed to achieve the continuation of breastfeeding. Interventions that focus on attitudes toward, and knowledge of, breastfeeding may prove ineffective.Originality/value - As many worldwide research projects suggest, the extremely large percentage of mothers who discontinue breastfeeding before the infant reaches six months of age represent a greater challenge than the relatively low percentage of mothers who choose not to breastfeed from the beginning. This paper focuses on long-term commitment and outlines a possible model to promote the same.
dc.publisher2042-6763
dc.relation.ispartofJournal of Social Marketing
dc.sourceJournal of Social Marketing[ISSN 2042-6763],v. 5, p. 338-356
dc.subject.otherDuration
dc.subject.otherSatisfaction
dc.subject.otherLoyalty
dc.subject.otherInvolvement
dc.subject.otherPredictors
dc.subject.otherIntention
dc.subject.otherPatterns
dc.subject.otherBehavior
dc.subject.otherWeight
dc.subject.otherEurope
dc.titleComparing short- and long-term breastfeeding models
dc.typeinfo:eu-repo/semantics/Article
dc.typeArticle
dc.identifier.doi10.1108/JSOCM-11-2014-0084
dc.identifier.scopus84942845650
dc.identifier.isi000371341100004
dc.contributor.authorscopusid35723747600
dc.contributor.authorscopusid56884861000
dc.description.lastpage356
dc.description.firstpage338
dc.relation.volume5
dc.type2Artículo
dc.contributor.daisngid1487958
dc.contributor.daisngid5800644
dc.contributor.wosstandardWOS:Meneses, GD
dc.contributor.wosstandardWOS:Rodriguez, IL
dc.date.coverdateEnero 2015
dc.identifier.ulpgces
dc.description.sjr0,597
dc.description.sjrqQ1
dc.description.ssciSSCI
item.fulltextSin texto completo-
item.grantfulltextnone-
crisitem.author.deptGIR IUCTC: Dirección de Marketing, RSC y empresa familiar-
crisitem.author.deptIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.deptDepartamento de Economía y Dirección de Empresas-
crisitem.author.orcid0000-0001-6260-385X-
crisitem.author.parentorgIU de Ciencias y Tecnologías Cibernéticas-
crisitem.author.fullNameDíaz Meneses, Gonzalo-
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