International Journal of Pharmaceutical and Healthcare Marketing: Volume 12 Issue 2


Table of contents

The art of building initial trust in medical services

Mellina da Silva Terres, Kenny Basso

The purpose of this study is to investigate the antecedents of the patient’s initial trust in the doctor. In this sense, it is proposed that trust in the hospital plays a…

Public attitudes toward traditional Chinese medicine and how they affect medical treatment choices in Hong Kong

Kara Chan, Lennon Tsang

This study aims to test a conceptual model using public attitudes toward biomedicine and traditional Chinese medicine (TCM) to predict respondents’ medical treatment choice.

Emotions and satisfaction at the hospital: A comparison between public and private health providers in Italy

Mariella Pinna, Giacomo Del Chiappa, Marcello Atzeni

This study aims to compare public and private hospitals based on both cognitive and affective components of patients’ satisfaction.

Nobody understands me! The need for empathy: Exploring the mind-set of consumers with medical problems

Omer Topaloglu, Yusuf Erkaya

This paper aims to explore the mind-set of consumers with negative mood states during mundane consumption activities.

Entrepreneurial orientation: Its importance and performance as a driver of customer orientation and company effectiveness among retail pharmacies

Brent Smith, Thanigavelan Jambulingam

Scholarship in the entrepreneurship and marketing literatures has helped advance thinking about how health care organizations create value for companies and consumers…


Vaccine promotion: impact of risk level on attitudes

Jennifer L. Lemanski, Jorge Villegas

The purpose of this paper is to examine the impact of personal relevance, source credibility and advertising appeal type on the emotional and cognitive processing of a…

Building pharmaceutical relationship marketing and social media impact: An empirical analysis

Chris I. Enyinda, Alphonso O. Ogbuehi, Chris H. Mbah

The purpose of this paper is to identify key social medial channels which pharmaceutical firms need to consider when desiring to understand consumer behavior, build…

Cover of International Journal of Pharmaceutical and Healthcare Marketing



Online date, start – end:


Copyright Holder:

Emerald Publishing Limited

Open Access:



  • Dr. Avinandan Mukherjee