Brand equity and brand image with customer loyalty in pharmaceutical companies

Subject Areas : Marketing

atiyeh moradi ¹ , Hossein vazifehdust ²

1 - manager marketing
2 - doctor

Received: 2022-03-02 Accepted : 2022-06-13 Published : 2022-11-22

Keywords: Brand Image, Brand Equity, Brand attitude, brand affiliation, Customer loyalty,

Abstract :

Today, the pharmaceutical industry in our country, as one of the most important manufacturing industries that is of great strategic importance, has played an important role in the business environment of the country and is in tough competition with foreign pharmaceutical companies. With the expansion of sanctions and banking problems, the importance of paying attention and growing the activities of pharmaceutical companies has become more and more evident, which also requires attention to branding. Alborz Pharmaceutical Company, as one of these companies that currently has about 30,000 actual customers in the country, is no exception to this rule and needs stronger branding and marketing for its business activities to improve its brand image and Its products can promote the special value of the brand, help to attract the satisfaction and loyalty of its customers. The main purpose of this study is to investigate the relationship between brand equity and brand image with customer loyalty in pharmaceutical companies.