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The purpose of this study was to determine cigarette brand preference trends and differences in Marlboro smokers in smoking-related attitudes and behaviors from smokers of other brands. This study analyzed data from 25,027 adolescents represented in the 2000, 2003, and 2007 Philippine Global Youth Tobacco Surveys. Results indicated that from 2000 to 2007 Marlboro clearly became the most preferred brand in both boys and girls. Further, Marlboro smokers were found to exhibit a stronger commitment to smoking, to smoke more frequently, and to hold more positive images of smoking compared to other brand smokers. Tobacco control efforts in the Philippines may benefit from educational and policy initiatives that lead to aggressive counter marketing efforts to address the industry's efforts to portray positive images of smoking.
Page et al. (2012) studied this question.