publication . Thesis . 2012

Measuring brand loyalty in the pharmaceutical industry of South Africa

Du Plooy, Hilde;
Open Access English
  • Published: 01 Jan 2012
  • Publisher: North-West University
  • Country: Paraguay
Thesis (MBA)--North-West University, Potchefstroom Campus, 2013 Brands are recognised as one of the most valuable assets that a company can possess and therefore brands are key role-players in the business strategies of organisations. The rivalry amongst competitors in the pharmaceutical industry is fierce and companies should design their strategies in such a way in order to achieve competitive advantage. Brand loyalty is regarded as a powerful tool in the development of pharmaceutical brands. The main aim of this study was to measure brand loyalty in the pharmaceutical industry of South Africa and to establish whether patients are brand loyal to original pharm...
free text keywords: Brand loyalty, Over-the-counter medicine, Branded pharmaceuticals, Generic pharmaceuticals, Pharmaceutical industry
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