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| 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. |
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