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Keywords: Branded drugs
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Journal Articles
International Journal of Pharmaceutical and Healthcare Marketing (2022) 16 (1): 22–39.
Published: 09 September 2021
...Andrea Sestino; Cesare Amatulli Purpose This study aims at exploring the role of perceived disease seriousness in consumers’ preference for generic versus branded drugs, by shedding light on new factors impacting consumer purchase behaviour for pharmaceutical products. Design/methodology...
