A sound brand name: the role of voiced consonants in pharmaceutical branding
Given the worldwide growth of the over-the-counter (OTC) drug market and the increase in the direct-to-consumer advertising of medicines, pharmaceutical branding has become an increasingly important component affecting the consumer's beliefs about, and hence their responses towards, OTC medicin...
| Main Authors: | , , , |
|---|---|
| Format: | Journal article |
| Language: | English |
| Published: |
Elsevier
2020
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