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The purpose of this paper is to examine the physicians’ attitude toward branded generic drugs in prescribing those drugs in some selective medical conditions and to identify the factors that influence physicians’ behavior toward prescribing branded generic drugs in the said selective medical conditions.

The study was carried out across six major cities in eastern India with 301 physicians. The current study introduced some significant elements into the modified technology acceptance model (TAM) with title the extended tam for product usage (TETPU) to analyze the prescribing factors that influence physicians in five common yet serious medical conditions in India. Out of nine factors considered here, seven were selected from the previous literature studies of different product segments and two were proposed by the authors. Demographic factor was proposed as the confounding variable.

The results indicated that apart from the factors “perceived no need” and “physicians’ perception and need achievement” rest of the factors showed satisfactory to excellent results.

The current study findings may enable the pharmaceutical managers to revise or modify their current marketing communication and other brand-building strategies so as to achieve a superior performance that offers them a competitive advantage.

The paper fulfils a need for advancing the knowledge on the physician’s prescription influencing factors by introducing the newer aspects of the concept and offers a theoretical framework for the academia and practical framework for the managers who desire to implement the strategies to achieve competitive advantage.

The purpose of this study is to study the attitude of the employees toward organizational commitment and its impact on organizational effectiveness and, second, to develop a strategic model for organizational commitment and organizational effectiveness.

A conceptual model was suggested to determine the variables influencing school teachers’ organizational commitment and the role of organizational commitment to organizational efficiency with prosocial behavior as the moderating variable. Structural equation modeling was used to investigate the relationship between suggested factors using a sample of 298 state and private school teachers in and around a metropolitan city of India.

The results of this study showed that, except performance appraisal and assessment of the employees, employee personality and relationship with coworkers, all other constructs significantly affected organizational commitment. The positive influence of organizational commitment to organizational effectiveness was also moderated by prosocial behavior. Demography exerted a significant impact on organizational commitment.

Organizational commitment is comparatively a new topic of research, and in the school education sector, little work was conducted. Hence, the results can be generalized to gain the future direction of organizational commitment in educational research, and it can also be improvised in the corporate sector.

The purpose of this paper is twofold: first, to find out the factors that affect organizational commitment in the school education sector and second, how these factors might be modified to judge organizational commitment of the school teachers.

This study was conducted using qualitative interviews with two sets of school teachers – government and government-affiliated schools and private schools in and around Kolkata city. The sample size was 40. The data triangulation method was applied for optimal verification of the result. Then the pattern of concordance author– coder pair was tested using Cohen’s kappa.

This study investigated eight factors expected to influence organizational commitment. Out of these eight factors, five factors were found – “on employees’ perception and need achievement,” “cognitive abilities of the employees,” “assessment of the employees,” “factors related to personality” and “organizational factors which influence organizational commitment” – which qualitatively exert more influence on organizational commitment.

The authors proposed that the concept of organizational commitment and its application in the academic sector might be modified to optimize the role of organizational commitment and to enhance the credibility of the teachers. A comprehensive organizational commitment model that has been proposed is expected to gain future direction of organizational commitment research. The parameters of the study can be used in the school sector, as well as in the corporate sector through proper improvisation, and it is expected that the corporate sector will be benefited. It is because the factors that were selected for the study are also relevant to the corporate sector.

This is a conceptual-type paper. The factors that were selected had an effect on the organizational commitment of the school teachers and these factors can also be applied in corporate sector to improve their level of commitment.

This study aims to explore the dimensions of perceived consumption vulnerability (PCV) for the elderly citizens (EC) in India and its consequences. Consumer vulnerability is a recent and important construct for marketers and policymakers to understand the consumption behavior of the EC.

To achieve the study objectives, the authors conducted 50 in-depth interviews and six focus group discussions of ECs in two large cities in India. The authors used grounded theory methodology to understand the PCV construct.

The findings suggest a five-dimensional formative PCV construct with the dimensions being Physical, Financial, Social, Technological and Service Vulnerability contributing to PCV. The findings also suggest a relationship between PCV and consumption variables such as search cost, choice evaluation, consumption and overall satisfaction.

The major contribution of the present study is the exploration of the PCV construct for the EC and its dimensions. The propositions developed in the study could be tested in future studies using a quantitative approach.

The findings call for compassion from the marketers while dealing with the ECs and a separate service strategy that addresses the specific needs of the ECs.

The findings call for public policy action to protect the consumption rights of the ECs to reduce their consumption vulnerability.

The present study is a novel attempt to explore the PCV construct and its role in defining consumer behavior of the ECs.

The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs.

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.

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.

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.

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.

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.

The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India.

The study was carried out across six major cities in Eastern India with 392 physicians. Here components of perceived quality, i.e. intrinsic cues and extrinsic cues are hypothesized to influence perceived quality of branded generics which in turn influence brand equity. It is also hypothesized that respondents' quality experience is assimilated towards their quality expectations, independent of small variations in objective quality of the drug.

Results showed that perceived quality of branded generics significantly, but indirectly, affected brand equity through the mediating variables, intrinsic cues and extrinsic cues. The results also showed that physicians' quality experience leads to quality expectations, independent of small variations in drug quality on five common yet serious diseases in India.

Current research finds that for prescription‐based branded generic drugs, perceived quality mainly depends on intrinsic cues; therefore, managers should be interested in intrinsic cues that increase brand equity and necessary marketing actions should be implemented accordingly.

No other scholarly article has been developed, so far, analyzing the effect of perceived quality on brand equity in the Indian branded generic drug segment. Besides providing evidence from the Indian pharmaceutical context about the impact of quality cues, the paper also presents evidence on physicians' quality observation of branded generics on five common yet serious diseases in India.

The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique might be modified to optimize the marketing of branded generics in India.

The study was conducted using qualitative interviews with two sets of respondents in Kolkata city, India: first, 20 senior managers of five renowned Indian pharmaceutical companies and second, 20 physicians of two categories. Patterns of concordance for the author‐coder pairs were tested by using Cohen's kappa.

This study investigated the relationships between five different parameters deemed responsible for enhancing the brand awareness of pharmaceuticals. Out of these five parameters, the authors have identified that “importance of customers' perceptions and need achievement” leads to the development of a positioning statement to communicate the brand's functional values and brand personality; and “importance of pharma brand age in brand awareness” establishes the relationship of brand age with brand recall and communication in brand recall. A high value of Cohen's kappa has helped to establish the qualitative inquiry of the current research.

The authors have proposed that through the said five parameters, the pharmaceutical branding technique might be modified to optimise the marketing of branded generics in India. A strategic comprehensive model that has been constructed would give a direction for branding in the pharmaceutical industry.

This research work has extended prior pharmaceutical branding research by conceptualising the branding strategy as a brand awareness tool, in a new area called branded generic drugs in India.