Purpose The purpose of this paper is to present a conceptual model that intends to identify the determinants and consequences of brand credibility, specifically in the pharmaceutical industry. Design/methodology/approach The hypotheses developed according to the proposed model were tested through an online questionnaire and answered by 225 individuals from Portugal. Findings The results show that the credibility of brand communication, perceived quality and brand familiarity are the key components that contribute most to the creation of a credible brand. Regarding consequences, this study confirms that, in the face of a credible brand, consumers are more willing to repeat the purchase, to pay more for it and to promote their opinion among other consumers. Originality/value This research innovates by presenting, for the first time, a conceptual model of brand credibility specific to the non-prescription medicines market, thus contributing to a better understanding of this issue by companies and brand managers of the pharmaceutical industry.