The effects of DTCA on patient compliance : exploring the impact of endorsers selcetion and message tonality on patients with diabetes
Kai N. Bergner; Tomas Falk; Daniel Heinrick; Jörg A. Hölzing
| Year of publication: |
2013
|
|---|---|
| Authors: | Bergner, Kai N. ; Falk, Tomas ; Heinrick, Daniel ; Hölzing, Jörg A. |
| Published in: |
International journal of pharmaceutical and healthcare marketing : IJPHM. - Bingley : Emerald, ISSN 1750-6123, ZDB-ID 2364540-4. - Vol. 7.2013, 4, p. 391-409
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| Subject: | Direct-to-consumer advertising | Message framing | Endorser | Healthcare marketing | Patient compliance | Werbewirkung | Advertising effects | Patienten | Patients | Direktmarketing | Direct marketing | Diabetes | Arzneimittel | Pharmaceuticals | Krankenhaus | Hospital | Gesundheitswesen | Health care system | Konsumentenverhalten | Consumer behaviour | Gesundheitsversorgung | Health care | Gesundheitsmarketing | Health care marketing |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010237647