Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam
While there has been numerous previous empirical studies investigating into a product’s country-of-origin (COO) and its relationship with various factors, including but not limited to brand loyalty, brand awareness and perceived quality, the findings were often inconsistent and differ from country...
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my-aeu-eprints.10402022-12-14T09:06:59Z http://ur.aeu.edu.my/1040/ Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam Cheng, Raymond Loan, La Thi Hong Nguyen, Thai Hoa While there has been numerous previous empirical studies investigating into a product’s country-of-origin (COO) and its relationship with various factors, including but not limited to brand loyalty, brand awareness and perceived quality, the findings were often inconsistent and differ from country to country (Kaynak & Kara, 2000). This is especially true when it comes to the pharmaceutical industry in which the importance of COO seems to depend on the type medicine studied and its use in addition to the usual factors for other non-medicine products (e.g. perceived quality, product evaluations other than quality, affect, and purchase intentions). This paper aims to look at the pharmaceutical market of Vietnam by studying the people’s brand awareness, brand loyalty, perceived quality and preferences toward COO of branded drugs available in the Ho Chi Ming City. Results show that Vietnamese, unlike Americans (as in Quelch’s (1997) Aspirin experiment), tend not be biased by brands but rather the COO, implying a very different market than some of its Asian neighbors. 2017 Journal PeerReviewed text en http://ur.aeu.edu.my/1040/1/JESOC7_75.pdf Cheng, Raymond and Loan, La Thi Hong and Nguyen, Thai Hoa (2017) Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam. Journal of Education and Social Sciences, 7 (1). pp. 228-243. ISSN 2289-1552 https://www.jesoc.com/wp-content/uploads/2017/08/JESOC7_75.pdf |
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While there has been numerous previous empirical studies investigating into a product’s country-of-origin (COO) and its relationship with various factors, including but not limited to brand loyalty, brand awareness and perceived
quality, the findings were often inconsistent and differ from country to country (Kaynak & Kara, 2000). This is
especially true when it comes to the pharmaceutical industry in which the importance of COO seems to depend on the type medicine studied and its use in addition to the usual factors for other non-medicine products (e.g. perceived quality, product evaluations other than quality, affect, and purchase intentions). This paper aims to look at the
pharmaceutical market of Vietnam by studying the people’s brand awareness, brand loyalty, perceived quality and
preferences toward COO of branded drugs available in the Ho Chi Ming City. Results show that Vietnamese, unlike Americans (as in Quelch’s (1997) Aspirin experiment), tend not be biased by brands but rather the COO, implying a
very different market than some of its Asian neighbors. |
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Journal |
author |
Cheng, Raymond Loan, La Thi Hong Nguyen, Thai Hoa |
spellingShingle |
Cheng, Raymond Loan, La Thi Hong Nguyen, Thai Hoa Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam |
author_facet |
Cheng, Raymond Loan, La Thi Hong Nguyen, Thai Hoa |
author_sort |
Cheng, Raymond |
title |
Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam |
title_short |
Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam |
title_full |
Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam |
title_fullStr |
Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam |
title_full_unstemmed |
Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam |
title_sort |
country-of-origin, brand image and brand loyalty of branded drugs in ho chi ming city, vietnam |
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2017 |
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http://ur.aeu.edu.my/1040/1/JESOC7_75.pdf http://ur.aeu.edu.my/1040/ https://www.jesoc.com/wp-content/uploads/2017/08/JESOC7_75.pdf |
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