Are pharmaceutical ads affording consumers a greater say in their health care? : the evaluation and self-empowerment effects of different ad appeals in Brazil
Year of publication: |
November 2017
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Authors: | Koinig, Isabell ; Diehl, Sandra ; Mueller, Barbara |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 6, p. 945-974
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Subject: | Pharmaceutical advertising | consumer empowerment | ad evaluation | SEM | OTC | Brazil | Brasilien | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Werbewirkung | Advertising effects | Arzneimittel | Pharmaceuticals | Gesundheitspolitik | Health policy |
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