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Keywords: Disease-specific
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Journal Articles
Impact of celebrity endorsements in disease-specific direct-to-consumer (DTC) advertisements: An elaboration likelihood model approach
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International Journal of Pharmaceutical and Healthcare Marketing (2014) 8 (2): 164–177.
Published: 27 May 2014
...Brent Rollins; Nilesh Bhutada Purpose – The purpose of this paper is to analyze the effects on consumer response between disease-specific advertising containing a celebrity compared to a non-celebrity endorser. Design/methodology/approach – A randomized, cross-sectional two (endorser type...
