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Country-of-origin, Brand Image and Brand Loyalty of Branded Drugs in Ho Chi Ming City, Vietnam

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

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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.

Item Type: Journal
Uncontrolled Keywords: Vietnam pharmaceutical industry, brand awareness, perceived quality, brand loyalty, country-of-origin
Divisions: School of Graduate Studies
Depositing User: Muhamad Aizat Nazmi Mohd Nor Hamin
Date Deposited: 14 Dec 2022 09:06
Last Modified: 14 Dec 2022 09:06

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