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Luận văn thạc sĩ UEH factors influencing brand loyalty in pharmaceutical industry, evidence from
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Mô tả chi tiết
UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
LA THI HONG LOAN
FACTORS INFLUENCING BRAND LOYALTY IN
PHARMACEUTICAL INDUSTRY:
EVIDENCE FROM VIETNAM
MASTER OF BUSINESS (BY HONOUR)
Ho Chi Minh City-Year 2015
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UNIVERSITY OF ECONOMICS HO CHI MINH CITY
International School of Business
------------------------------
LA THI HONG LOAN
FACTORS INFLUENCING BRAND LOYALTY IN
PHARMACEUTICAL INDUSTRY:
EVIDENCE FROM VIETNAM
STUDENT ID: 22120129
MASTER OF BUSINESS BY HONOUR
SUPERVISOR: DR. TRẦN HÀ MINH QUÂN
Ho Chi Minh City-Year 2015
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ACKNOWLEDGEMENTS
I would like to express my sincere gratitude to Dr.Tran Ha Minh Quân who has
supported me a lot with the thesis preparation and motivated me throughout
the journey of the thesis. I strongly believe that I could have not completed
this thesis without the assistance from all of my friends who helped me to
guide the customers to do the survey and chased for data submission. And
finally my special thanks to my family who was always with me to show their
empathy and encourages me to complete this thesis.
December 8, 2014
Ho Chi Minh City, Viet Nam
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Abstract
The pharmaceutical industry is more different than others, because product is the more
specific and varies than products in other market. Most of the pharma companies pay
attention to research and development in order to launch a new drug which can compete
with the rivals. In addition, almost pharma companies are successful due to they have a
powerful sales to marketing their medication to the doctor. By this mean, they will spend
time and money to create these factors mentioned above. Therefore, Pharmaceutical
branding is an important way to create awareness among potential benefits of drugs and
medicines. In the fact that, they neglected to establishing brand and specially building
brand loyalty, because the benefit of customer loyalty bring to pharma companies is very
much, for example it can help pharma companies reduce six times costs to find a new
customers, this research aimed to explore elements influencing brand loyalty and
examining the effect of country of origin on those factors. This study is a quantities
research, 349 questionnaires were delivered to respondents who were going to hospital for
treatment. Collecting Data are used to assess the scale and test hypotheses. Through
Cronbach Alpha coefficients analysis to test reliability of scale, explore factor analysis
(EFA) and confirmatory factor analysis (CFA) were used to test validity of scale and
finally, SEM was used to test hypothesis.
The result showed that marketing managers should be pay attention perceived quality,
brand awareness if they would like to establish customer loyalty toward pharmaceutical
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ii
brand. Besides, the country of origin has no impact to brand loyalty because they don’t a
habit about self-medication, they strongly respect and believed that doctors will treat them
better.
Keywords: Brand awareness, perceived quality, brand loyalty, country of origin,
pharmaceutical companies.
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iii
Tables of content
CHAPTER I INTRODUCTION........................................................................................................... 1
1.1. Background to the study:........................................................................................................... 1
1.2. The statement of problem: ......................................................................................................... 2
1.3. The research objective:............................................................................................................... 3
1.4. The significant of research:........................................................................................................ 3
1.5. The scope of the study: ............................................................................................................... 4
1.6. Structure of the study:................................................................................................................ 5
CHAPTER II LITERATURE REVIEW AND THEORICAL MODEL............................................... 6
2.1. Definition of brand: .................................................................................................................... 6
2.2. Definition of brand equity:......................................................................................................... 7
2.3. Customer based perspective of brand equity (CBBE): ........................................................... 8
2.3.1. Brand awareness:................................................................................................................ 9
2.3.2. Brand image:....................................................................................................................... 9
2.3.3. Perceived quality:..............................................................................................................10
2.3.4. Brand loyalty:....................................................................................................................11
2.3.5. Country of origin: .............................................................................................................12
2.4. The relationship between brand awareness, brand image, perceived quality and brand
loyalty.....................................................................................................................................................13
2.5. The relationship between country of origin and customers base brand equity:.................14
2.6. The relationship between COO and brand loyalty:...............................................................15
2.7. The conceptual research model:..............................................................................................15
CHAPTER III METHODOLOGY....................................................................................................18
3.1. Research process:......................................................................................................................18
3.1.1. Methodology research: .....................................................................................................18
3.1.2. Procedure of research:......................................................................................................18
3.2. Sample design:...........................................................................................................................19
3.3. Measurement scales:.................................................................................................................20
3.3.1. Brand Awareness: .............................................................................................................20
3.3.2. Brand image:.....................................................................................................................21
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