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Umbrella branding in pharmaceutical markets
Suppliet, Moritz - 2017
Persistent link: https://www.econbiz.de/10011734578
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Effects of image congruency on persuasiveness and recall in direct-to-consumer prescription drug advertising
Kiernicki, Kristen; Helme, Donald W. - In: Health marketing quarterly 34 (2017) 4, pp. 284-301
Persistent link: https://www.econbiz.de/10011791304
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Exploring relationship between brand equity and customer loyalty on pharmaceutical market
Dlačić, Jasmina; Kežman, Elvedina - In: Economic and business review : EBR 16 (2014) 2, pp. 121-131
Persistent link: https://www.econbiz.de/10011612102
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The relationship between Islamic marketing ethics and brand credibility : a case of pharmaceutical industry in Yemen
Al-Nashmi, Murad Mohammed; Almamary, Abdulkraim Abdullah - In: Journal of Islamic marketing : JIMA 8 (2017) 2, pp. 261-288
Persistent link: https://www.econbiz.de/10011750367
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Role of advertising and promotion in brand equity creation
Nikabadi, Mohsen Shafiei; Safui, Morteza Akbarzadeh; … - In: Journal of promotion management : JPM 21 (2015) 1, pp. 13-32
Persistent link: https://www.econbiz.de/10011304633
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Kommunikations- und Identitätspolitik
Zich, Christian - In: Marketing im Nebenfach, (pp. 109-128). 2013
Persistent link: https://www.econbiz.de/10010363670
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Advertising strategies for brand image repair : the effectiveness of advertising alliances
Maehle, Natalia; Supphellen, Magne - In: Journal of marketing communications 21 (2015) 6, pp. 450-462
Persistent link: https://www.econbiz.de/10011518852
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Investigating the uses of corporate reputation and its effects on brand segmentation, brand differentiation, and brand positioning : evidence from the Taiwanese pharmaceutical indu...
Chen, Chen-Chu Matilda; Bang, Nguyen; Melewar, T. C.; … - In: International studies of management and organization 47 (2017) 3, pp. 240-257
Persistent link: https://www.econbiz.de/10011734538
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The prescribing physician’s influence on consumer choice between medically equivalent pharmaceuticals
Granlund, David; Rudholm, Niklas - In: Review of industrial organization : RIO 41 (2012) 3, pp. 207-222
Persistent link: https://www.econbiz.de/10009688210
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The challenge of pharmaceutical brand architecture : a theoretical analysis based on the Brand Architecture Model (B. A. M.)
Kanitz, Christopher; Burmann, Christoph - In: The marketing review 12 (2012) 3, pp. 309-326
Persistent link: https://www.econbiz.de/10009712771