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Pharmaceutical brand marriages : an exploration of relationships of older consumers with their pharmaceutical brands

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dc.contributor.advisor Deshpande, Sameer
dc.contributor.author Evashkevich, Terry Ross
dc.contributor.author University of Lethbridge. Faculty of Management
dc.date.accessioned 2008-02-27T21:30:03Z
dc.date.available 2008-02-27T21:30:03Z
dc.date.issued 2006
dc.identifier.uri http://hdl.handle.net/10133/580
dc.description x, 112 leaves ; 29 cm. en
dc.description.abstract This article explores seniors’ (those aged 55 plus) pharmaceutical brand marriages. This age group will soon make up a quarter of Canada’s population. They are wealthy and active consumers who create and maintain brand relationships, however, research into seniors’ pharmaceutical brand relationships is lacking. Eight in-depth interviews with seniors provide the data from which to explore these relationships. The predominantly Western description of marriage used in relationship theory is incapable of capturing the full dynamic of pharmaceutical brand relationships. In this study I use the Eastern description of arranged marriages as a metaphor from which to understand these marriages. My findings reveal the dynamic nature of these marriages and the meaning seniors ascribe to them. en
dc.language.iso en_US en
dc.publisher Lethbridge, AB : University of Lethbridge, Faculty of Management, 2006 en
dc.relation.ispartofseries Project (University of Lethbridge. Faculty of Management) en
dc.subject Brand name products en
dc.subject Brand loyalty en
dc.subject Consumers' preferences en
dc.subject Pharmaceutical industry en
dc.subject Drugs -- Marketing en
dc.subject Older people -- Drug use en
dc.title Pharmaceutical brand marriages : an exploration of relationships of older consumers with their pharmaceutical brands en
dc.type Technical Report en
dc.publisher.faculty Management en


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