Impact of Corporate Image and Promotional Strategies on Physicians' Prescribing Behavior With Meditating Role of Brand Loyalty

Abstract

Pharmaceutical companies and healthcare consultants playing a major role in our health system. Physicians’ prescription behavior is a complicated phenomenon influenced by many factors Including. Research on h some researchers reported a strong influence, some found only moderate effects, while others find no influence at all. This unclear association gives the aim of this paper, to review the influence of the corporate image, promotional strategies, and band loyalty on physicians' prescribing behavior. The study presents comprehensive information on the association of these variables by a comprehensive review of relevant literature and identifies the hypotheses of the study. It also presents a crucial conceptual model for explaining the theoretical linkages between vatable. The population consists of Healthcare consultants working as medical officers, senior consultants, and trainee medical officers (TMOS) in various public and private sector hospitals in the Hazara division (Abbottabad, Haripur, and Mansehra). Data has been collected from 241 responses by questionnaire. SPSS and SmartPLS are used for data analyses. Two-stage structure equation modeling which is the combination of factor analysis and multiple regression analysis had used for data analysis. The results of the study validate the positive relationship between corporate image and physicians' prescribing behavior, promotional strategies and physicians' prescribing behavior, and mediating role of brand loyalty between these associations. Limitations and future direction have also been listed in the discussion. The obtained results useful for pharmaceutical companies and similar industries.