The effects of DTCA on patient compliance: Exploring the impact of endorser selection and message tonality on patients with diabetes

International Journal of Pharmaceutical and Healthcare Marketing

Volumn 7, Issue 4, 2013, Pages 391-409

  Bergner, Kai N ^a   Falk, Tomas ^b   Heinrich, Daniel ^a   Hölzing, Jörg A ^c  

^a UNIVERSITY OF MANNHEIM   (Germany)

^b EBS BUSINESS SCHOOL   (Germany)

^c Diabetes Care   (Portugal)

Author keywords

Direct to consumer advertising; Endorser; Healthcare marketing; Message framing; Patient compliance

Indexed keywords

EID: 84889064332     PISSN: 17506123     EISSN: None     Source Type: Journal    
DOI: 10.1108/IJPHM-05-2013-0031     Document Type: Article

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