Pharmacist’s Perception of Brand Equity in the Case of Lagap Pharmaceutical
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Date
2017-06-12
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Addis Ababa University
Abstract
The objective of this research paper is to examine the applicability of the Aaker model of brand
equity in pharmacist’s perception towards Lagap pharmaceutical was analyzed. The most
common and widely used conceptual framework of Aaker was used. A quantitative research
design was applied to research the causal relationship of the brand equity measurement
dimensions to that of overall brand equity. A simple random sampling technique was conducted
to contact the sample respondents. Applying a structured questionnaire written in English was
distributed to 270 peoples. The analysis was performed using descriptive and inferential statistics
by using SPSS version 20 software. The finding shows that CBBE model can be applied in the
business to business pharmaceutical retail sector as well. Perceived quality, Brand awareness and
Brand loyalty were found to be positively and significantly affecting overall brand equity as they
were hypothesized. But Brand association shows less significant with the overall brand equity
and the hypothesis was not supported. Brand equity is inevitable in these sector therefore, Lagap
pharmaceutical and agents in this sector must involve in high promotional activities by majorly
focusing on the four independent variables of the Aaker model to increase the overall brand
equity of Lagap pharmaceutical.
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Keywords
Perceived quality, Brand awareness, Band association