The risk-value trade-off: price and brand information impact consumers’ intentions to purchase OTC drugs

Background: European countries face fiscal pressure regarding the long-term sustainability of their healthcare system due to increasing levels of public health expenditures and mounting demographic pressures. The promotion of generic drugs is considered to be an efficient means to tackle these chall...

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Bibliographic Details
Main Authors: Aufegger, L. (Author), Bicknell, C. (Author), Darzi, A. (Author), Yanar, C. (Author)
Format: Article
Language:English
Published: BioMed Central Ltd 2021
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Online Access:View Fulltext in Publisher

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