Deshpande, Sameer; Chreim, Samia; Bello, Roberto; Ross … - In: International Journal of Pharmaceutical and Healthcare … 7 (2013) 2, pp. 142-159
Purpose – The purpose of this paper is to explore relationships that seniors (aged 55 and above) experience with prescription pharmaceutical brands, thus attending to situations where consumers have limited control over brand choice. Design/methodology/approach – A phenomenological study was...