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The purpose of this study is to examine how three types of corporate associations—innovation, trustworthiness, and social responsibility—influence the efficacy, safety and price perception...
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The purpose of this study is to examine how three types of corporate associations—innovation, trustworthiness, and social responsibility—influence the efficacy, safety and price perceptions of medicinal products and intentions to use. 202 women living in Chung-buk area were randomly assigned to receive one of the company information on innovation, trustworthiness or social responsibility association and responded to the information. The results showed: First, the efficacy of medicinal products from companies with innovation associations was perceived the best. Second, the safety of the products from trustworthiness associations was the perceived the best. Third, products from companies with innovation associations were perceived the most expensive. Last, products from companies with innovation associations were most likely to be used. This study can help pharmaceutical companies develop corporate communication strategies.
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