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Variables associated with seeking information from doctors and the internet after exposure to direct-to-consumer advertisements for prescription medications
Fogel, Joshua; Teichman, Chaim - In: Health marketing quarterly 31 (2014) 2, pp. 150-166
Persistent link: https://www.econbiz.de/10010398948
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The relationship between advertising and content provision on the Internet
Yuan, Yuehong; Caulkins, Jonathan P.; Roehrig, Stephen - In: European Journal of Marketing 32 (1998) 7/8, pp. 677-687
advertising and content provision on the Internet may be affected by this medium’s distinctive characteristics, which affect the … become less common on the Internet. Given that revenue from advertisers is desirable to content providers, the answer mainly … on the response of customers to bundling and to other advertising strategies. In particular, the relationship between …
Persistent link: https://www.econbiz.de/10014723280
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Factors affecting consumers’ “Webad” visits
Raman, Niranjan V.; Leckenby, John D. - In: European Journal of Marketing 32 (1998) 7/8, pp. 737-748
Attracting consumers to a marketer Web site is critical to the effectiveness of a Web presence, and longer visits are a possible measure of success of these Web sites. Since marketers are interested in consumers’ longer visits at their Web sites, it becomes important to examine the factors...
Persistent link: https://www.econbiz.de/10014723285
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Sensory imagery in advertising : how the senses affect perceived product design and consumer attitude
Haase, Janina; Wiedmann, Klaus-Peter; Bettels, Jannick - In: Journal of marketing communications 26 (2020) 5, pp. 475-487
Persistent link: https://www.econbiz.de/10012263505
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Asking a doctor versus referring to the Internet : a comparison study on consumers' reactions to DTC (direct-to-consumer) prescription drug advertising
Jiang, Pingjun - In: Health marketing quarterly 35 (2018) 3, pp. 209-226
Persistent link: https://www.econbiz.de/10011979383
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Advertising as a signaling device : simulated maximum likelihood estimation of a multiple random effects count data model
Hellström, Jörgen; Rudholm, Niklas - In: Economics letters 101 (2008) 3, pp. 227-229
Persistent link: https://www.econbiz.de/10003801344
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Advertising as a signaling device in the Swedish pharmaceuticals market
Hellström, Jörgen (contributor);  … - 2003 - [Elektronische Ressource]
Persistent link: https://www.econbiz.de/10001782488
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A vision for the year 2000: brand asset management
Davis, Scott - In: Journal of Consumer Marketing 12 (1995) 4, pp. 65-82
Illustrates the importance of managing the brand in the future, much like managing other assets within the company (i.e. people, capital and machinery). This requires taking a different management discipline than has been used in the past and requires longer‐term perspectives by management....
Persistent link: https://www.econbiz.de/10014849128
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Consumer preferences for foreign and domestic products
Knight, Gary A. - In: Journal of Consumer Marketing 16 (1999) 2, pp. 151-162
Compares consumer preferences for goods made abroad and in the home country by both foreign and home‐country firms. These preferences and the intervening role of price‐quality attributes are assessed in an empirical study using conjoint analysis and a MANOVA procedure. Results suggest that...
Persistent link: https://www.econbiz.de/10014849236
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The 22 Immutable Laws of Branding
Enright, Michael - In: Journal of Consumer Marketing 16 (1999) 4, pp. 1-4
Persistent link: https://www.econbiz.de/10014849535