Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/40990 |
Resumo: | Increasingly these years, the pharmaceutical industry – one of the world’s major consumer goods markets – has utilized branding tactics to differentiate and help achieve competitive advantage. Due to the introduction of the Covid-19 pandemic and the invention of a vaccine against it, the significance of this phenomenon has been growing. Since then, people’s familiarity with medical terms has increased, as has their interest in the medications they take. This study aims to examine the relationship between the brand awareness of four selected pharmaceutical brands and brand trust, as well as the perceived financial and performance risk and the perceived quality of a potential new product from these companies. In addition, the study attempts to evaluate if personal experience with the Covid-19 vaccination affects people's responses and to uncover potential discrepancies in results across different pharmaceutical brands. An online survey was performed online. The primary finding of the study is that all the factors evaluated have a significant relationship – some strong, others weak – with one another and that they all influence the perceived quality of a new product – some favorably, some adversely. In order to remain competitive in a changing industry, pharma businesses will be able to apply successful and effective branding strategies with the aid of this study. |
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Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical marketPharmaceutical sectorBrand awarenessBrand trustPerceived riskPerceived qualitySatisfactionCovid-19 vaccineSector farmacêuticoConsciência da marcaConfiança da marcaRisco percebidoQualidade percebidaSatisfaçãoVacina Covid-19Domínio/Área Científica::Ciências Sociais::Economia e GestãoIncreasingly these years, the pharmaceutical industry – one of the world’s major consumer goods markets – has utilized branding tactics to differentiate and help achieve competitive advantage. Due to the introduction of the Covid-19 pandemic and the invention of a vaccine against it, the significance of this phenomenon has been growing. Since then, people’s familiarity with medical terms has increased, as has their interest in the medications they take. This study aims to examine the relationship between the brand awareness of four selected pharmaceutical brands and brand trust, as well as the perceived financial and performance risk and the perceived quality of a potential new product from these companies. In addition, the study attempts to evaluate if personal experience with the Covid-19 vaccination affects people's responses and to uncover potential discrepancies in results across different pharmaceutical brands. An online survey was performed online. The primary finding of the study is that all the factors evaluated have a significant relationship – some strong, others weak – with one another and that they all influence the perceived quality of a new product – some favorably, some adversely. In order to remain competitive in a changing industry, pharma businesses will be able to apply successful and effective branding strategies with the aid of this study.Nos últimos anos, na indústria farmacêutica – um dos maiores mercados mundiais de bens de consumo – tem sido cada vez mais comum o uso de táticas de branding para proporcionar diferenciação e obtenção de vantagem competitiva para as organizações. Devido à pandemia de Covid-19 e consequente invenção de uma vacina contra a mesma, a importância deste fenómeno tem aumentado cada vez mais. Desde então, a familiaridade das pessoas com os termos médicos tem aumentado, bem como o seu interesse nos medicamentos que tomam. Este estudo visa examinar a relação entre o conhecimento da marca e a confiança na marca comparando quatro marcas farmacêuticas selecionadas, bem como a perceção do risco financeiro e de desempenho além da perceção da qualidade de um novo produto potencial destas empresas. Além disso, o estudo tenta avaliar se a experiência pessoal com a vacinação Covid 19 afeta as respostas das pessoas e descobrir potenciais discrepâncias nos resultados entre as diferentes marcas farmacêuticas. Foi realizado um inquérito em linha. A principal conclusão do estudo é que todos os fatores avaliados têm uma relação significativa – alguns fortes, outros fracos – uns com os outros e que todos eles influenciam a qualidade percebida de um novo produto – alguns favoravelmente, outros adversamente. A fim de permanecerem competitivas numa indústria em mudança, as empresas farmacêuticas serão capazes de aplicar estratégias de marca bem-sucedidas e eficazes com a ajuda deste estudo.Romeiro, PauloVeritati - Repositório Institucional da Universidade Católica PortuguesaVisentin, Maria Vittoria2023-04-28T13:50:44Z2022-10-202022-092022-10-20T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/40990TID:203133366enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-12T17:46:33Zoai:repositorio.ucp.pt:10400.14/40990Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:33:40.145961Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
title |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
spellingShingle |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market Visentin, Maria Vittoria Pharmaceutical sector Brand awareness Brand trust Perceived risk Perceived quality Satisfaction Covid-19 vaccine Sector farmacêutico Consciência da marca Confiança da marca Risco percebido Qualidade percebida Satisfação Vacina Covid-19 Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
title_full |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
title_fullStr |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
title_full_unstemmed |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
title_sort |
Relevance of brand awareness, brand trust, perceived risk, and perceived quality in developing branding strategies in the pharmaceutical market |
author |
Visentin, Maria Vittoria |
author_facet |
Visentin, Maria Vittoria |
author_role |
author |
dc.contributor.none.fl_str_mv |
Romeiro, Paulo Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Visentin, Maria Vittoria |
dc.subject.por.fl_str_mv |
Pharmaceutical sector Brand awareness Brand trust Perceived risk Perceived quality Satisfaction Covid-19 vaccine Sector farmacêutico Consciência da marca Confiança da marca Risco percebido Qualidade percebida Satisfação Vacina Covid-19 Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Pharmaceutical sector Brand awareness Brand trust Perceived risk Perceived quality Satisfaction Covid-19 vaccine Sector farmacêutico Consciência da marca Confiança da marca Risco percebido Qualidade percebida Satisfação Vacina Covid-19 Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
Increasingly these years, the pharmaceutical industry – one of the world’s major consumer goods markets – has utilized branding tactics to differentiate and help achieve competitive advantage. Due to the introduction of the Covid-19 pandemic and the invention of a vaccine against it, the significance of this phenomenon has been growing. Since then, people’s familiarity with medical terms has increased, as has their interest in the medications they take. This study aims to examine the relationship between the brand awareness of four selected pharmaceutical brands and brand trust, as well as the perceived financial and performance risk and the perceived quality of a potential new product from these companies. In addition, the study attempts to evaluate if personal experience with the Covid-19 vaccination affects people's responses and to uncover potential discrepancies in results across different pharmaceutical brands. An online survey was performed online. The primary finding of the study is that all the factors evaluated have a significant relationship – some strong, others weak – with one another and that they all influence the perceived quality of a new product – some favorably, some adversely. In order to remain competitive in a changing industry, pharma businesses will be able to apply successful and effective branding strategies with the aid of this study. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-10-20 2022-09 2022-10-20T00:00:00Z 2023-04-28T13:50:44Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/40990 TID:203133366 |
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http://hdl.handle.net/10400.14/40990 |
identifier_str_mv |
TID:203133366 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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