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Pharmaceutical Advertising as a Source of Consumer Self-Empowerment
Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment.
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Isabell Koinig examines how a standardized promotional message for afictitious over-the-counter (OTC) medication is perceived by consumers in fourdifferent countries (Austria, Germany, the U.S., and Brazil), and the degree towhich it contributes to their self-empowerment.
| ISBN / EAN | 9783658131333 |
|---|---|
| Auteur | Koinig, Isabell |
| Editeur | Springer-Verlag Berlin and Heidelberg GmbH & Co. KG |