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Keywords: Emerging countries
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Journal Articles
Journal of Product & Brand Management (2016) 25 (2): 148–159.
Published: 18 April 2016
...Fatma Smaoui; Fatma Abdellah Kilani; Mourad Touzani Purpose Taking an emerging country perspective, this paper aims to investigate consumers’ preferences for over-the-counter (OTC) drugs, regarding three attributes: country-of-origin (COO), brand status (branded versus generic) and price...
