The effect of perceived quality on brand equity: an empirical study on generic drugs

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India. Design/methodology/approach -The study was carried out across six major cities in Eastern India with 392 physicians. Here components of perceived quality, i.e. intrinsic cues and extrinsic cues are hypothesized to influence perceived quality of branded generics which in turn influence brand equity. It is also hypothesized that respondents' quality experience is assimilated towards their quality expectations, independent of small variations in objective quality of the drug. Findings -Results showed that perceived quality of branded generics significantly, but indirectly, affected brand equity through the mediating variables, intrinsic cues and extrinsic cues. The results also showed that physicians' quality experience leads to quality expectations, independent of small variations in drug quality on five common yet serious diseases in India. Practical implications -Current research finds that for prescription-based branded generic drugs, perceived quality mainly depends on intrinsic cues; therefore, managers should be interested in intrinsic cues that increase brand equity and necessary marketing actions should be implemented accordingly. Originality/value -No other scholarly article has been developed, so far, analyzing the effect of perceived quality on brand equity in the Indian branded generic drug segment. Besides providing evidence from the Indian pharmaceutical context about the impact of quality cues, the paper also presents evidence on physicians' quality observation of branded generics on five common yet serious diseases in India.

Synthesizing the effects of experiential quality, excitement, equity, experiential satisfaction on experiential loyalty for the golf industry: The case of Hainan Island

“…In order to maximize the long-term performance of an organization, marketing managers require pursuing a more accountable marketing investment by continuous monitoring of equity (Ramaseshan, Rabbanee, & Hui, 2013). Hutchinson et al (2009) and Sanyal and Datta (2011) have found that perceived quality has a positive influence on perceived equity. On the other hand, Budiarti et al (2013) indicate that perceived equity plays a critical role in increasing satisfaction.…”

Conceptualizing and Measuring Perceived Quality, Brand Awareness, and Brand Image Composition of Brand Loyalty

“…The objective characteristics of a product include intrinsic as well as extrinsic signals of quality. Intrinsic signals lead to perceived quality and the perceived quality, increase the brand equity so managers should strive to reduce the gap between the expected perceived qualities and observed perceived quality (Sanyal & Datta, 2011).…”

Brand Loyalty as a Strategy for the Competition with Generic Drugs:Physicians Perspective

“…First, although more than 15 years passed over the case of "generic scandal" caused by FDA reviewers' accepting bribes from generic drug manufacturers for the approval of ANDAs, and violating manufacturing procedures and using fabricated supported documents for application, there is still a prejudice against the quality of generic drugs which impairs the reputation of generic drug manufacturers worldwide [24]. The second is the view that in certain circumstances generic substitution is not always appropriate [25]. The approval of generic drug requires showing its biological equivalence (bioequivalence) to the reference (original) drug.…”