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Determinants and consequences of brand credibility: a case study in the pharmaceutical industry

Cristela Maia Bairrada (University of Coimbra, CeBER, Faculty of Economics, Coimbra, Portugal)
João Fontes da Costa (Higher School of Management, Polytechnic Institute of Tomar, CeBER Tomar, Portugal)
Rui Manuel Santos (Higher School of Technology and Management of Oliveira Hospital and Coimbra Higher School of Education, Polytechnic Institute of Coimbra, Coimbra, Portugal)
Arnaldo Coelho (University of Coimbra, CeBER, Faculty of Economics, Coimbra, Portugal)

International Journal of Pharmaceutical and Healthcare Marketing

ISSN: 1750-6123

Article publication date: 18 May 2021

Issue publication date: 9 June 2021

260

Abstract

Purpose

The purpose of this paper is to present a conceptual model that intends to identify the determinants and consequences of brand credibility, specifically in the pharmaceutical industry.

Design/methodology/approach

The hypotheses developed according to the proposed model were tested through an online questionnaire and answered by 225 individuals from Portugal.

Findings

The results show that the credibility of brand communication, perceived quality and brand familiarity are the key components that contribute most to the creation of a credible brand. Regarding consequences, this study confirms that, in the face of a credible brand, consumers are more willing to repeat the purchase, to pay more for it and to promote their opinion among other consumers.

Originality/value

This research innovates by presenting, for the first time, a conceptual model of brand credibility specific to the non-prescription medicines market, thus contributing to a better understanding of this issue by companies and brand managers of the pharmaceutical industry.

Keywords

Acknowledgements

This work has been funded by national funds through FCT – Fundação para a Ciência e a Tecnologia, I.P., Project UIDB/05037/2020.

Citation

Maia Bairrada, C., Fontes da Costa, J., Santos, R.M. and Coelho, A. (2021), "Determinants and consequences of brand credibility: a case study in the pharmaceutical industry", International Journal of Pharmaceutical and Healthcare Marketing, Vol. 15 No. 2, pp. 282-297. https://doi.org/10.1108/IJPHM-05-2020-0037

Publisher

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Emerald Publishing Limited

Copyright © 2021, Emerald Publishing Limited

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