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Keywords: Branded medications
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Journal Articles
Consumer trust and physician prescription of branded medicines: an exploratory study
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2016) 10 (3): 285–301.
Published: 05 September 2016
...Mahmoud Abdulai Mahmoud Purpose The purpose of this paper is to explore the extent of consumer trust of physicians’ prescription of branded medications. Design/methodology/approach This paper adopts a qualitative research approach to study consumers’ self-reported experiences with respect...
