The Impact of Marketing Mix on Brand Equity in Pharmaceuticals: The Mediating Role of Perceived Quality

https://doi.org/10.5281/zenodo.17577050

Abstract

In the competitive environment of pharmaceutical companies, brand equity plays a pivotal part in impacting the trust of a customer, brand loyalty, and product positioning. This research analyses the effect on brand equity by aspects of marketing mix viz product, pricing, placing, and advertising, with a specific emphasis on the mediation of perceived quality. Using an survey research strategy and deductive research approach, data were assembled from physicians of different specializations from various public hospitals in Lahore, Pakistan by distributing survey questionnaires. The sampling technique was convenience sampling and 105 completed questionnaires were considered for final data analysis. The outcomes have illustrated that marketing mix aspects have a positive impact on brand equity and have a moderate positive influence on perceived quality. Nonetheless, perceived quality does not indicate a direct influence with significance on brand equity. However, it plays a mediating role between marketing mix and brand equity. The conclusion recommends that marketers of pharmaceutical companies should emphasize on placing, price and promotion aspects of the marketing mix to increase the value of a brand.