Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries - Forschungsgruppe Konsum und Verhalten - Isabell Koinig - Books - Springer - 9783658131333 - March 18, 2016
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Isabell Koinig
Pharmaceutical Advertising as a Source of Consumer Self-Empowerment: Evidence from Four Countries - Forschungsgruppe Konsum und Verhalten 1st ed. 2016 edition

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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.

394 pages, 41 black & white illustrations, biography

Media Books     Paperback Book   (Book with soft cover and glued back)
Released March 18, 2016
ISBN13 9783658131333
Publishers Springer
Pages 378
Dimensions 216 × 154 × 23 mm   ·   517 g
Language German  

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