International Journal of Pharmaceutical and Healthcare Marketing: Volume 6 Issue 1

Differential effects of fear‐eliciting DTCA on elaboration, perceived endorser credibility, and attitudes

Hyojin Kim, Chunsik Lee

In response to concerns regarding frequent uses of emotional appeals and endorsers in DTCA, this paper aims to investigate the relative effects of fear‐eliciting and…

An examination of humor and endorser effects on consumers' responses to direct‐to‐consumer advertising: The moderating role of product involvement

Yam B. Limbu, Bruce A. Huhmann, Robin T. Peterson

This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising…

Estimation of promotional strategies for newer vs older drugs based on physician prescribing data

Füsun F. Gönül, Franklin J. Carter

The purpose of this paper is to use results from a comprehensive analysis of a physician‐prescribing model to draw guidelines on how to promote a new drug in the presence of…

Brand network maps: A multidimensional approach to brand‐consumer relationships in the New Zealand pharmacy industry

Sarena Saunders, Michel Rod

This paper aims to augment traditional investigations of consumer‐brand relationships and suggest alternative ways to consider these interactions. Specifically, the paper employs…

Answering the journalistic six on the training needs assessment of pharmaceutical sales representatives: Comparative perspectives of trainers and trainees

Muhammad Zahid Iqbal, Shahab Alam Malik, Rashid Ahmad Khan

This paper aims to offer a schema for carrying out a comprehensive training needs assessment (TNA) of medical representatives. The schema answers commonly posed questions, the…

Is the Pharmaceutical Sales Career Right for Me?

Fadi Alkhateeb, Tina Vance

Special issue on pharmaceutical direct-to-consumer advertising: past, present, and future