Consumer Attitudes towards Generic Brands

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Consumer Attitudes towards Generic Brands

This study investigates consumers’ attitudes towards generic brands of over-the-counter medicines. A conceptual framework underpinned by the theory of planned behaviour is developed to investigate how attitudes towards generic brands of medicines, social norms and perceived behavioural control influ...

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Bibliographic Details
Main Author:	Liang, Johan
Format:	Thesis
Published:	Curtin University 2014
Online Access:	http://hdl.handle.net/20.500.11937/79645

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