The Effects of DTCA on Patient Compliance: Exploring the Impact of Endorser Selection and Message Tonality on Patients with Diabetes

Kai Bergner, Tomas Falk, Daniel Heinrich, Joerg Hoelzing

Research output: Contribution to journalArticleScientificpeer-review

Original languageEnglish
Pages (from-to)391-409
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
Issue number4
Publication statusPublished - 2013
MoE publication typeA1 Journal article-refereed

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