...Athanasios Poulis; Ioannis Rizomyliotis Purpose This study aims to examine the effects of brand authenticity and perceived quality of personalization on brand trust in the pharmaceutical context and the effect of brand trust on patients’ medication adherence intention and brand advocacy...

... validity, the study puts forth five interrelated first order attributes, namely, “trust”, “value for money”, “quality of residents”, reliability and soft issues (like friendliness and ease of process) as contributing factors to a so far unexplored dimension, “brand authenticity”. Every year...