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Impact of Drug Advertising on Brand Equity: Evidence from an Emerging Market

Thesis Info

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Author

Siddiqi, Arslan Ahmad

Program

PhD

Institute

COMSATS University Islamabad

City

Islamabad

Province

Islamabad.

Country

Pakistan

Thesis Completing Year

2019

Thesis Completion Status

Completed

Subject

Bussiness & Management

Language

English

Link

http://prr.hec.gov.pk/jspui/bitstream/123456789/11522/1/Arslan%20Ahmad%20Siddiqi%20management%20sci%202019.pdf

Added

2021-02-17 19:49:13

Modified

2024-03-24 20:25:49

ARI ID

1676724762493

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Pharmaceutical industry has experienced tremendous growth and increased drug brand competition in recent years. Drug brand advertising is an imperative and key marketing tool used for the success of drug brands. Recent trend of increased use of drug advertising to build drug brands has received considerable attention of practitioners, academics and regulatory authorities. Therefore, investigation of the impact of drug advertising on brand equity has become a critical concern. While the impact of advertising on brand equity has been explored in few consumer goods sectors, the concept of brand equity is relatively less explored for drug brands. Using physicians and consumers’ sub-samples, this study objective is therefore to employ both quantitative (questionnaire) and qualitative (interview) research designs and methodology to examine the link between drug advertising and drug brand equity dimensions and overall brand equity. Results from structural equation modeling of questionnaire and thematic analyses of interview data reveal a positive and significant impact of drug advertising on drug brand equity dimensions and overall brand equity.Brand equity dimensions exhibit partial mediation for consumers’ sub-sample and full mediation for physicians’ sub-sample. Drug brand equity is achieved if drug advertising successfully targets brand awareness, perceived quality and loyalty. Drug advertising appears to influence brand awareness that leads to perceived brand quality and drug brand loyalty, ultimately impacting the overall drug brand equity. Results in the study indicate significant differences across demographic and drug brand categories. Taken together, outcome in the study suggest key role of drug brand advertising in building drug brand equity. Theoretically, the study contributes by highlighting the mediating role of brand equity dimensions in influencing drug brand equity. The study also has important implications for practitioners in devising their advertising strategies for various drug brand categories, and for regulators in providing useful insights in further strengthening of future drug brand regulation
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مرے دل پروہ نئے زخم لگانے آئے

میرے دل پر وہ نئے زخم لگانے آئے
جب بھی آئے ہیں وہ احسان جتانے آئے

یاد پھر مجھ کو وہ بھولی ہوئی باتیں آئیں
یاد پھر مجھ کو وہ بچپن کے زمانے آئے

پوری خواہش نہ ہوئی، دل میں یہ حسرت ہی رہی
ہم جو روٹھیں تو کوئی ہم کو منانے آئے

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چین کیوں پھر نہ مرے دل کو نہ جانے آئے

کیوں یہ احساس مجھے ہونے لگا ہے تائبؔ
جیسے ہم دنیا میں ہیں رنج اٹھانے آئے

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Enhancing the Creative Potentials of Educational Leaders

The research study was carried out in a private university with course participants of Master's in Education (MEd) having a major in educational leadership and management. The purpose of the study was to enhance the creative potentials of educational leaders. Creativity invites the mind to think in diverse directions to make something novel which can improve our living standards with the changing times. Striving for effectiveness, efficiency and quality in every aspect of our life draws our imagination towards the need of creativity in a leadership role as well because leaders lead the minds and act as change agents (Kaufman, 2005). According to Lagari (2010) the chairman higher education commission Pakistan, all leaders need to enhance creativity to facilitate 'out-of-the-box' solutions. When you think there are no answers to a problem or an issue, then there are likely to be more possible answers for a creative leader. In order to enhance this emerging need of creativity for educational leaders the study was conducted with action learning as the methodology which will enrich the creativity of educational leaders (as education is the key to progress). The tools to collect the relevant data were semi-structured interviews, observations and focus group discussions. The process of data collection had three phases; in the first phase semi-structured interviews took place on the basis of which the participants were given some worksheets to enhance their creative potentials. The worksheets included activities for idea generation, lateral thinking, re-layering, etc. The second phase included focus group discussions (action learning phase) in which all three participants shared their professional life problems and explored alternative solutions. In the last phase semi-structured interviews were conducted, once again, to find out the application of participants’ learning worksheets and the action learning phase. The findings and analyses revealed that in order to face the challenges of the 21st century, leaders need to equip themselves with creative thinking skills. It also emerged from the interviews that the educational system which participants have gone through has hindered their creativity. Therefore, educational leaders need to enhance their own creative potential so that they can inculcate this aspect in teachers and students.