A survey of the effects of brand value on customer satisfaction in pharmaceutical and biological industries

Abstract

The purpose of this study was to describe how companies in pharmaceutical and biological sectors can ensure their position in different markets by relying on sustainable, competitive advantages, resulting from the use of a well-defined marketing model with particular emphasis on brand improvement. As competition becomes more intense among companies and phenomena such as global marketing grow in importance, domestic industries in each country become obliged to improve their competitive advantages in order to survive from a marketing perspective. Customer satisfaction is among factors which could lead to the success and profitability of a company. The present research examined the relationship between brand value and customer behavioral intention. Accordingly, 80 questionnaires were distributed among customers, selected through random sampling in Tehran, Iran. The obtained data were analyzed by SPSS. Based on descriptive statistics, two aspects of customer behavioral intention included “product introduction" and “repeat purchase", while two aspects of brand equity were “brand awareness" and “product introduction". The research findings showed that factors such as “brand awareness" and “brand loyalty" directly affect customer behavioral intention and satisfaction.