haku: @indexterm advertising / yhteensä: 1883
viite: 8 / 1883
Tekijä:Twomey, K. L.
Knight, J. G.
McNeill, L. S.
Otsikko:Damage control: limiting the fall-out from deceptive advertising
Lehti:Journal of Advertising Research
2011 : JUN, VOL 51:2, p. 394-403
Asiasana:consumer behaviour
advertising
trust
pharmaceutical industry
Kieli:eng
Tiivistelmä:Consumers tend - understandably - create negative perceptions of advertising and the company that advertises when they recognize deception in advertisements. This article aims to explore ways how a company can gain back the lost consumer trust after its deceptive claims. The authors examine the high-profile case of GlaxoSmithKline, one of the worlds largest pharmaceutical companies that got caught of misleading consumers with wrong health claims of one of their products.
SCIMA tietueen numero: 276540
lisää koriin
SCIMA