... consumers. It also encourages a critical view of the arranged marriage metaphor as a means of understanding consumer‐brand interactions. © Emerald Group Publishing Limited 2013 Elderly people Brands Medical prescriptions Pharmaceutical products Brand relationships Canada Seniors...

... is to seek to better understand the effectiveness of differentiating via developing a unique corporate brand personality in the pursuit of customer trust. Design/methodology/approach A survey was conducted in a small city in Western Canada. Patients who have recently filled a prescription were asked...