Umbrella branding in pharmaceutical markets.
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DOI: 10.1016/j.jhealeco.2020.102324
Abstract: Umbrella branding is a marketing practice whereby multi-product firms leverage their reputation across different product categories. The paper investigates how advertising in the market for non-prescription drugs affects the decision to buy prescription drugs from… read more here.
Keywords: prescription; umbrella branding; branding pharmaceutical; prescription drugs ... See more keywords