... resulted in stronger positive preferences. Research limitations/implications Studies using different operationalizations should not be aggregated for generalizations about the effects of DTCA of prescription drugs. Originality/value This paper urges researchers to clearly operationalize...

...Vanessa Boudewyns; Pamela A. Williams Purpose The purpose of this study is to describe the trends and practices of comparative prescription drug advertising by examining the types of comparative claims made in direct-to-consumer (DTC) and direct-to-physician (DTP) print advertisements. Design...

...Avinandan Mukherjee; Yam Limbu; Avinandan Mukherjee; Yam Limbu; Isaac Wanasika Purpose The purpose of this paper is to review empirical research on direct‐to‐consumer advertising (DTCA) of prescription drugs published in journals over the period from 1997 to 2012. Design/methodology/approach...

... research clearly shows that, in the Brazilian context, branding and advertising remain the major influences. Prescription drugs Cost‐benefit ratio Product characteristics Product information Brand and advertising Brazil Drug administration Medicines The diverse forms of economic...

...Mark J. Kay Melody   Peterson . Our Daily Meds . New York, NY, USA : Sarah Crichton Books   2008 . 432 pp. , ISBN: 978‐0‐374‐22827‐9 © Emerald Group Publishing Limited 2009 --> Prescription drugs Pharmaceutical marketing practices Medical ethics Ghostwriting...