BRAND EQUITY AND COUNTRY OF ORIGIN MODEL IN PHARMACEUTICAL INDUSTRY

Abstract

This study aimed to investigate the country of origin effects on brand equity and its dimensions in pharmaceutical product. In this cross-sectional survey, we studied 134 Pharmacist in bushehr province. Respondents were asked to describe how much they are paying attention to country of origin and brand equity when they order and purchase pharmaceutical product. Result show that Country of origin effects has a direct and positive impact on brand awareness, perceived quality, brand loyalty, brand equity. And country of
origin effects has an indirect and positive impact on brand equity through brand awareness, brand image, brand loyalty. The finding suggests that marketing managers in pharmaceutical industry should pay attention into country of origin, because it creates brand value for pharmacist.