Direct‐to‐consumer advertising and young consumers: building brand value

Erin E. Baca (Department of Marketing and Management, College of Business Administration, The University of Texas at El Paso, El Paso, Texas, USA)
Juan Holguin Jr (Department of Marketing and Management, College of Business Administration, The University of Texas at El Paso, El Paso, Texas, USA)
Andreas W. Stratemeyer (Department of Marketing and Management, College of Business Administration, The University of Texas at El Paso, El Paso, Texas, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 December 2005

Abstract

Purpose

Direct‐to‐consumer advertising (DTCA) is a pervasive element in society today. Consumers have responded accordingly by becoming more knowledgeable, developing specific perceptions and attitudes toward DTCA. The purpose of this article is to examine direct‐to‐consumer prescription drug advertising issues among younger adults as both consumers and caregivers to determine whether companies are, or should be, taking advantage of building brand value through DTCA.

Design/methodology/approach

A sample of 225 young adults answered questionnaires to measure the effects of DTCA. The questionnaire was based on a study by the National Consumers League and only the items that were most central to the current study were utilized and/or modified to measure the following key variables: age; current health status; prescription drug use; attitudes toward DTCA; interest in DTCA; DTCA recall; and inclination to seek additional information.

Findings

The findings show that demographics influence attitudes and interest in DTCA, as well as younger consumers' interest and propensity to seek additional information for themselves and family members. Details of the statistical analysis of the study are given.

Originality/value

The implications of the findings for pharmaceutical marketers, health care advisors, and academic researchers are discussed in the paper.

Keywords

Citation

Baca, E., Holguin, J. and Stratemeyer, A. (2005), "Direct‐to‐consumer advertising and young consumers: building brand value", Journal of Consumer Marketing, Vol. 22 No. 7, pp. 379-387. https://doi.org/10.1108/07363760510631110

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2005, Emerald Group Publishing Limited

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