The Impact of Brand Equity of Global Pharmaceutical Companies on Prescriptions Decisions of Physicians in Jordan: The Moderating Role the Performance of Medical Representatives
نویسندگان
چکیده
This study aimed to identify the impact of brand equity and its dimensions (brand awareness, association, perceived quality, loyalty) Global Pharmaceutical Companies on Prescriptions decisions physicians in Jordan.The population sample were Jordanian physicians, tool was questionnaire, which distributed connivance (Physicians), data collected from (240) participants population, analysed by using Smart-PLS software.The result is finding that statistically significant effect global pharmaceutical companies Jordan, this positiveGlobal need focus more all variables (dimensions equity) because they have a role enhancing prescription physicians.
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ژورنال
عنوان ژورنال: Research in World Economy
سال: 2021
ISSN: ['1923-3981', '1923-399X']
DOI: https://doi.org/10.5430/rwe.v12n2p302