Effects of image congruency on persuasiveness and recall in direct-to-consumer prescription drug advertising
Kristen Kiernicki and Donald W. Helme
Year of publication: |
October-December 2017
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Authors: | Kiernicki, Kristen ; Helme, Donald W. |
Published in: |
Health marketing quarterly. - Philadelphia, Pa. : Taylor & Francis, ISSN 0735-9683, ZDB-ID 639428-0. - Vol. 34.2017, 4, p. 284-301
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Subject: | Direct-to-consumer advertising | drug risks | elaboration likelihood model | fair balance | image congruency | Werbewirkung | Advertising effects | Arzneimittel | Pharmaceuticals | Direktmarketing | Direct marketing | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Markenimage | Brand image | Pharmaindustrie | Pharmaceutical industry |
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