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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

- Evidence from Four Countries

af Isabell Koinig

indgår i Forschungsgruppe Konsum Und Verhalten serien

Pharmaceutical Advertising as a Source of Consumer Self-Empowerment af Isabell Koinig
Bag om Pharmaceutical Advertising as a Source of Consumer Self-Empowerment

Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9783658131333
  • Indbinding:
  • Paperback
  • Sideantal:
  • 378
  • Udgivet:
  • 10. Marts 2016
  • Udgave:
  • 12016
  • Størrelse:
  • 154x216x23 mm.
  • Vægt:
  • 534 g.
  • 2-3 uger.
  • 10. Oktober 2024
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Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment.

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