The effect of country of origin on brand equity: an empirical study on generic drugs
ABSTRACT Purpose – The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs. Design/methodology/approach – Brand equity of branded generics is examined through an analytical review. Country of origin image is hypothesised to influence components of brand equity, i.e. brand strength and brand awareness, which in turn influence brand equity. An empirical investigation was carried out among professionally similar respondents, i.e. doctors of different categories in Kolkata megapolis, India. Findings – Results showed that country of origin image had a positive and significant effect on components of brand equity, i.e. brand strength and brand awareness, derived from factor analysis conducted on brand equity components. The result also showed that country of origin image of branded generics significantly, but indirectly, affected brand equity through the mediating variables, brand strength and brand awareness. Research limitations/implications – Different variables have influence on brand equity. This study dealt with only one type of variable, i.e. country of origin image, that may limit the total process of brand equity enhancement. Practical implications – Marketing actions should be implemented to enhance brand strength and awareness levels. Country of origin image should be assessed as a multidimensional concept for enhancing brand equity. Marketers should be aware of the fact that physicians are influenced by the brand's original country image. Originality/value – This research work has extended prior country of origin research by conceptualising the country of origin image as a brand equity enhancing tool in a new area called branded generic drugs.
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ABSTRACT: This article contributes to the recent problematisation of the co-evolution of philosophy and marketing thought as we experience a transition from the deification of greed, individualism and hedonic consumption seen during the postmodern period of the twentieth century to the brutal class restructuring and shattering of a number of illusions of metamodernity at the beginning of the twenty-first century. It examines the philosophical foundations of advertising and communication and demonstrates the ways in which current technological and socio-political advances are rendering traditional approaches obsolete. As marketing is now recognised to be the mechanism par excellence for value co-production, so advertising – and communication in general – are but mechanisms of meaning co-production through a dialogue between the disillusioned but empowered consumer and the brand and corporation on solidarity, responsibility, morality, dignity and the sense of belonging in a community. It is hereby argued that values are far more relevant to contemporary consumers than the pursuit of an idealised lifestyle based on celluloid images of the imaginary Joneses, and thus it is advocated that discipline-wide changes need to be made.Journal of Global Scholars of Marketing Science. 05/2014; 24(3).