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Keywords: Endorser
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Journal Articles
Effects of endorser type and testimonials in direct-to-consumer prescription drug advertising (DTCA)
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International Journal of Pharmaceutical and Healthcare Marketing (2021) 15 (1): 1–17.
Published: 03 December 2020
...Brent Rollins; Jisu Huh; Nilesh Bhutada; Matthew Perri Purpose This study aims to examine the effects of different types of endorsers (expert vs consumer vs celebrity) in testimonial vs non-testimonial message contexts on consumers’ responses toward direct-to-consumer advertising (DTCA). Design...
Journal Articles
The effects of DTCA on patient compliance: Exploring the impact of endorser selection and message tonality on patients with diabetes
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International Journal of Pharmaceutical and Healthcare Marketing (2013) 7 (4): 391–409.
Published: 25 November 2013
...Avinandan Mukherjee, Yam Limbu; Kai N. Bergner; Tomas Falk; Daniel Heinrich; Jörg A. Hölzing Purpose – This paper aims to examine how direct-to-consumer advertising (DTCA) in terms of endorser selection and message tonality affect patients' self-efficacy, response efficacy, and compliance...
Journal Articles
An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising: The moderating role of product involvement
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International Journal of Pharmaceutical and Healthcare Marketing (2012) 6 (1): 23–38.
Published: 30 March 2012
...Yam B. Limbu; Bruce A. Huhmann; Robin T. Peterson Purpose This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA). Design/methodology/approach This study employed...
