International Journal of Pharmaceutical and Healthcare Marketing: Volume 12 Issue 3


Table of contents

Congruence and celebrity endorser credibility in Japanese OTC drug advertising

Mariko Morimoto

Based on congruency theory, this study aims to examine the effects of celebrity endorsement on endorser credibility in Japanese over-the-counter (OTC) drug advertising…


Hospital service quality as antecedent of patient satisfaction – a conceptual framework

Swapnarag Swain, Nirmal Chandra Kar

The purpose of this paper is to explore dimensions of perceived service quality in hospitals and to develop a conceptual framework showing relationship between hospital…


Merger, acquisition – right move or emotional move for growth – case study of sun pharmaceutical

Rajesh Kumar Srivastava

The purpose of this paper is to analyze the merger and acquisition (M&A) strategy focusing on Indian company’s approaches and to understand steps of the process adopted by…


Perceived service quality, repeat use of healthcare services and inpatient satisfaction in emerging economy: Empirical evidences from India

Rohit Trivedi, Khyati Jagani

The purpose of this study is to understand that how different demographic variables and repeated availing of service from the same doctor or same hospital shape the…

Predicting cross-cultural intentions to engage in physical activity

Najam Us Saqib

This research identifies cross-cultural differences between perception and behavioral intentions of Western and South Asian consumers to engage in physical activity. The…

An investigation of healthcare supply chain management and patient responsiveness: An application on public hospitals

Abdussamet Polater, Osman Demirdogen

This study aims to focus on the impact of supply chain (SC) integration, demand forecasting and supplier performance on patient responsiveness at public hospitals through…


Empirical research on CBBE scale for medical tourism

Diya Guha Roy, Srabanti Mukherjee, Sujoy Bhattacharya

The medical tourism market across the globe lacks a consolidated, standard customer-based brand equity (CBBE) scale till the present day. The purpose of this research is…

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Emerald Publishing Limited

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  • Dr. Avinandan Mukherjee