Endorsement by association at the point of care: A process view

Keywords

Endorsement by association; point-of-care marketing; purchase intentions

Abstract

Marketing at the point of care has become a ubiquitous practice under the assumption that products promoted at the point of care benefit from an endorsement by association effect. This assumption, however, has not yet been tested empirically. We address this gap in the literature by showing that the degree to which patients associate products presented at the point of care with their physicians predict future purchase intentions. We also examine the psychological process underlying this effect and provide evidence for the role of attitude towards the products and the feeling of being informed as mediators.

Publication Date

10-2-2019

Publication Title

Health Marketing Quarterly

Volume

36

Issue

4

Number of Pages

354-367

Document Type

Article

Personal Identifier

scopus

DOI Link

https://doi.org/10.1080/07359683.2019.1680118

Socpus ID

85074968037 (Scopus)

Source API URL

https://api.elsevier.com/content/abstract/scopus_id/85074968037

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