Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam
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Luận văn thạc sĩ 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 INPHARMACEUTICAL INDUSTRY:EV Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam VIDENCE FROM VIETNAMMASTER OF BUSINESS (BY HONOUR)Ho Chi Minh City-Year 2015ACKNOWLEDGEMENTSI would like to express my sincere gratitude to Dr.Tran Ha Minh Quân who has supported me a lot with the thesis preparation and motivated me throughout the journey of the thesis. I strongly believe that I cou Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam ld have not completed this thesis without the assistance from all of my friends who helped me to guide the customers to do the survey and chased for dLuận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam
ata submission. And finally my special thanks to my family who was always with me to show their empathy and encourages me to complete this thesis.DeceUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY INPHARMACEUTICAL INDUSTRY:EV Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam es than products in other market. Most of the pharma companies pay attention to research and development Hl order to launch a new drug which can compete with the rivals. In addition, almost pharma companies arc successful due to they have a powerful sales to marketing their medication to the doctor. Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam By this mean, they will spend lime and money to create these factors mentioned above. Therefore, Pharmaceutical branding is an important way to creatLuận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam
e awareness among potential benefits of drugs and medicines. In the fact that, they neglected to establishing brand and specially building brand loyalUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY INPHARMACEUTICAL INDUSTRY:EV Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam find a new customers, this research aimed to explore elements influencing brand loyalty and examining the effect of country of origin on those factors. This study is a quantities research. 349 questionnaires were delivered to respondents who were going to hospital for treatment. Collecting Data arc Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam used to assess the scale and lest hypotheses. Through Cronbach Alpha coefficients analysis to lest reliability of scale, explore factor analysis (ETALuận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam
) and confirmatory factor analysis (CEA) were used to test validity7 of scale and finally, SEM was used to lest hypothesis.The result showed that markUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY INPHARMACEUTICAL INDUSTRY:EV Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam d. Besides, the country of origin has no impact to brand loyalty because they don't a habit about self-medication, they strongly respect and believed that doctors will treat them better.Keywords: Brand awareness, perceived quality, brand loyalty, country of origin, pharmaceutical companies.iiiTables Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam of contentCHAPTER I INTRODUCTION...............................................................11.1.Background to the study:.........................Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam
............................11.2.The statement of problem:....................................................21.3.The research objective:............UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY INPHARMACEUTICAL INDUSTRY:EV Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam y:......................................................41.6.Structure of the study:......................................................5CHAPTER II LITERATURE REVIEW AND THEORICAL MODEL.....................................62.1.Definition of brand:................................................... Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam ......62.2.Definition of brand equity:..................................................72.3.Customer based perspective of brand equity (CBBE):.......Luận văn thạc sĩ factors influencing brand loyalty in pharmaceutical industry, evidence from vietnam
....................823.1.Brand awareness:.........................................................92.3.2.Brand image:................................UNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY INPHARMACEUTICAL INDUSTRY:EVUNIVERSITY OF ECONOMICS HO CHI MINH CITYInternational School of BusinessLA THI HONG LOANFACTORS INFLUENCING BRAND LOYALTY INPHARMACEUTICAL INDUSTRY:EVGọi ngay
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