The effect of country of origin on brand equity: an empirical study on generic drugs

Abstract

Purpose -The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs. Design/methodology/approach -Brand equity of branded generics is examined through an analytical review. Country of origin image is hypothesised to influence components of brand equity, i.e. brand strength and brand awareness, which in turn influence brand equity. An empirical investigation was carried out among professionally similar respondents, i.e. doctors of different categories in Kolkata megapolis, India. Findings -Results showed that country of origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness, derived from factor analysis conducted on brand equity components. The result also showed that country of origin image of branded generics significantly, but indirectly, affected brand equity through the mediating variables, brand strength and brand awareness. Research limitations/implications -Different variables have influence on brand equity. This study dealt with only one type of variable, i.e. country of origin image, that may limit the total process of brand equity enhancement. Practical implications -Marketing actions should be implemented to enhance brand strength and awareness levels. Country of origin image should be assessed as a multidimensional concept for enhancing brand equity. Marketers should be aware of the fact that physicians are influenced by the brand's original country image. Originality/value -This research work has extended prior country of origin research by conceptualising the country of origin image as a brand equity enhancing tool in a new area called branded generic drugs.

Meningkatkan Minat Beli Konsumen Pada Produk Ramah Lingkungan Melalui Dukungan Lokasi Konsumen

“…Perilaku tersebut erat kaitannya dengan kesadaran konsumen pada lingkungan, artinya bahwa isu terkait lingkungan perlu dikedepankan oleh perusahaan dalam upaya meningkatkan atas consumers' environmental concerns'. Awareness of brand image merupakan kepedulian konsumsn atas citra merek perusahaan yang mengeluarkan produk ramah lingkungan (Sanyal & Datta, 2011). Tidak jarang perusahaan saat ini di Indonesia termasuk ritel swalayan seperti supermarket, menyuarakan isu "green" pada strategi pemasarannya.…”

The Impact of Country of Origin on Relationship Quality: Empirical Evidence from Automotive Industry

“…Meanwhile, relationship quality is measured using three dimensions; brand trust, brand commitment, and brand satisfaction. Five items for country of origin are adapted from Sanyal and Datta (2011), five items for brand trust are adapted from Mohammad (2012), four items for brand commitment are adapted from Ok, Choi, and Hyun (2011), and five items for brand satisfaction are adapted from Zboja and Voorhees (2006).…”

An Examination of Brand Equity Differences between Utilitarian and Hedonic Products

“…Consumers may choose brands originating in different countries based on their beliefs on the quality of that type of product from the respective country. Previous literature provides extensive support for country-of-origin effects upon consumer attitudes and product evaluations (Parkvithee & Miranda, 2012;Godey et al, 2012;Nath, Sanyal, & Datta, 2011;Johansson & Nebenzahl, 1986;Bilkey & Nes, 1982).…”