Factors influencing brand loyalty in pharmaceutical industry evidence from vietnam
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Factors influencing brand loyalty in pharmaceutical industry evidence from vietnam
UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:E Factors influencing brand loyalty in pharmaceutical industry evidence from vietnamEVIDENCE FROM VIETNAMMASTER OF BUSINESS (BY HONOUR)Ho Chi Minh City-Year 2015LA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:EVIDENCE FROM VIETNAMSTUDENT ID: 22120129MASTER OF BUSINESS BY HONOUR SUPERVISOR: DR. TRẦN HÀ MINH QUÂNHo Chi Minh City-Year 2015ACKNOWLEDGEMENTSĨ Factors influencing brand loyalty in pharmaceutical industry evidence from vietnam would like to express iny sincere gratitude to Dr.Tran Ha Mỉiìlì Quân who lias supported me a lot with the thesis preparation and motivated me througFactors influencing brand loyalty in pharmaceutical industry evidence from vietnam
hout the journey of the thesis. 1 strongly believe that 1 could have not completed this thesis without the assistance from all of my friends who helpeUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:E Factors influencing brand loyalty in pharmaceutical industry evidence from vietnam their empathy and encourages me to complete this thesis.41981Ho Chi Minh City, Viet NamAbstractThe pharmaceutical industry is more different than others, because product is the more specific and varies than products in other market. Most of the pharma companies payattention to research and developm Factors influencing brand loyalty in pharmaceutical industry evidence from vietnament in order to launch a new drug which can compete with the rivals. In addition, almost pharma companies are successful due to they have a powerful sFactors influencing brand loyalty in pharmaceutical industry evidence from vietnam
ales to marketing their medication to the doctor. By this mean, they will spend time and money to create these factors mentioned above. Therefore, PhaUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:E Factors influencing brand loyalty in pharmaceutical industry evidence from vietnamblishing brand and specially building brand loyalty, because the benefit of customer loyalty bring to pharma companies is very much, for example it can help pharma companies reduce six times costs to find a new customers, this research aimed to explore elements influencing brand loyalty and examinin Factors influencing brand loyalty in pharmaceutical industry evidence from vietnamg the effect of country' of origin on those factors. This study is a quantities research. 349 questionnaires were delivered to respondents who were goFactors influencing brand loyalty in pharmaceutical industry evidence from vietnam
ing to hospital for treatment. Collecting Data are used to assess the scale and test hypotheses. Through Cronbach Alpha coefficients analysis to test UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:E Factors influencing brand loyalty in pharmaceutical industry evidence from vietnamsed to test hypothesis.The result showed that marketing managers should be pay attention perceived quality, brand awareness if they would like to establish customer loyalty toward pharmaceuticaliibrand. Besides, die country of origin has no impact to brand loyalty because they don’t a habit about se Factors influencing brand loyalty in pharmaceutical industry evidence from vietnamlf-medication, they strongly respect and believed that doctors will treat them better.Keywords: Brand awareness, perceived quality, brand loyalty, couFactors influencing brand loyalty in pharmaceutical industry evidence from vietnam
ntry of origin, pharmaceutical companies.3Tables of contentCHAPTER I INTRODUCTION..............................................................11.1.BaUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:E Factors influencing brand loyalty in pharmaceutical industry evidence from vietnamtive......................................................31.4.The significant of research:................................................31.5.The scope of the study......................................................41.6.Structure of the study:.................................................... Factors influencing brand loyalty in pharmaceutical industry evidence from vietnam.5CHAPTER II LITERATURE REVIEW AND THEORICAL MODEL....................................6UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:EUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY IN PHARMACEUTICAL INDUSTRY:EGọi ngay
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