Rollins, Brent; Huh, Jisu; Bhutada, Nilesh; Perri, Matthew - In: International Journal of Pharmaceutical and Healthcare … 15 (2020) 1, pp. 1-17
Purpose: This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA). Design/methodology/approach: An online experiment was...