"See your doctor" : the impact of direct-to-consumer advertising on patients with different affliction levels
Year of publication: |
2020
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Authors: | Liu, Qiang ; Liu, Hongju ; Kalwani, Manohar U. |
Published in: |
Marketing letters : a journal of research in marketing. - New York, NY : Springer Science + Business Media B.V, ISSN 1573-059X, ZDB-ID 1478939-5. - Vol. 31.2020, 1, p. 37-48
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Subject: | Pharmaceuticals | Consumer involvement | Direct-to-consumer advertising | DTCA | Medium | Patient flow | Health care | Arzneimittel | Direktmarketing | Direct marketing | Werbewirkung | Advertising effects | Patienten | Patients | Konsumentenverhalten | Consumer behaviour | Ärzte | Physicians | Gesundheitsversorgung | Pharmaindustrie | Pharmaceutical industry | Werbung | Advertising | Krankenhaus | Hospital |
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