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Using colour semiotics to explore colour meanings
Purpose The impact of colour is acknowledged within the marketing field. However, research on colour communication is limited, with most prior studies focusing on pre-defined meanings or colour associations. The aim of ...
How Portuguese consumers evaluate packages of OTC medicines
Recent transformations in the healthcare industry reflect changing consumer health and self-care behaviours. The consumer is now expected to take control of his or her own health, including self-medication. The increasing ...