Determinants and consequences of brand credibility: a case study in the pharmaceutical industry

Abstract

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.

Internationalization Issues in Chinese Firms: One Belt, One Road-Based Perspective

“…First, the brand building takes into account both quantitative and qualitative measures such as a company’s reputation, its countries of origin, product characteristics, quality associations, and perceived reliability ( Bairrada et al, 2021 ). Second, brand occurs when a company uses consistent imagery and delivery to reinforce a brand’s meaning and context, which necessitates supportive organizational structures and procedures ( Buhalis and Park, 2021 ).…”

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“…Consumer cognition vendors are formed when a brand has good credibility with the conformity of the promised quality with what consumers receive (Srivastava et al, 2020). The existence of brand credibility in communicating its products and consumer familiarity with a brand contributes to generating consumer loyalty in making repeated purchases and WOM attitudes (Maia Bairrada et al, 2021). Another study conducted in Malaysia states that when credibility is well established from F&B vendors, it can lead to consumer trust which has an effect on positive attitudes of consumer satisfaction (Tseng et al, 2022).…”

“…Informative advertising about a product can generate trust and familiarity with the product and brand in the minds of consumers (Copeland et al, 2020). When consumers find the familiarity about a brand and good credibility of the brand can result in consumer loyalty in making repeated purchases and WOM attitudes (Maia Bairrada et al, 2021).…”

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“…First, the findings are equally important for policymakers to promote social media marketing in the pharmaceutical industry. The contribution is crucial for the managers in mobilising digitalisation and its technological adoption for the pharmaceutical industry to reach customer satisfaction and reduce challenges for operational efficiency and brand creditability [4,5]. From the stakeholders' perspective, the study provides policy guidelines to manage the complex structure of the pharmaceutical industry for sustainable marketing through the Kano model.…”

“…Hence, the gap in the literature posits challenges for determining customer satisfaction and clear operationalisation of technological adoption. Furthermore, Bairrada et al [4] mentioned that brand credibility is essential for pharmaceutical firms. The brand's creditability must inspire customers, leading to improved opinions and repeat customer purchases.…”