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Consumer socialisation of over-the-counter medicines: Does culture matter?
(UPSI Press for Faculty of Management and Economics, Universiti Pendidikan Sultan Idris, 2012)
Self-medication with over-the-counter medicines (OTCs) is common practice not only for adults, but also among adolescents. Tapping into this potentially lucrative segment of adolescents as consumers will require marketers ...
Adolescents' consumer socialisation of over-the-counter medicines: a proposed model and some preliminary findings
(Australian & New Zealand Marketing Academy, 2008-12)
There has been a considerable amount of research on consumer socialisation over the past three decades. However, the marketing literature has not yet looked at adolescents as consumers of over-the-counter (OTC) medicines, ...