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Keywords: Interviews
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Journal Articles
Pharmaceutical advertising practitioners' approach to trust and emotion
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2013) 7 (3): 244–264.
Published: 30 August 2013
... that gap by exploring the perspectives of advertising professionals working on pharmaceutical brands. Design/methodology/approach Interviews were conducted among 22 advertising professionals regarding the use of emotion in DTCA and considerations about consumer distrust and ad credibility. Findings...
