The moderating effect of media exposure on the purchase intention of generic drugs: An application of the theory of planned behavior
Healthcare consumers in the Philippines seeking for quality and affordable medication stirred the demand for generic drugs; cheaper medicines that have the same level of efficacy as that of the popular-branded medications. Generic drug companies use various media platforms to further stimulate marke...
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| Format: | text |
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Animo Repository
2017
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| Online Access: | https://animorepository.dlsu.edu.ph/faculty_research/9461 |
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| Institution: | De La Salle University |
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