Pharmacists Perception Of Brand Equity In The Case Of Lagap Pharmaceutical

The objective of this research paper is to examine the applicability of the Aaker model of brandrnequity in pharmacist’s perception towards Lagap pharmaceutical was analyzed. The mostrncommon and widely used conceptual framework of Aaker was used. A quantitative researchrndesign was applied to research the causal relationship of the brand equity measurementrndimensions to that of overall brand equity. A simple random sampling technique was conductedrnto contact the sample respondents. Applying a structured questionnaire written in English wasrndistributed to 270 peoples. The analysis was performed using descriptive and inferential statisticsrnby using SPSS version 20 software. The finding shows that CBBE model can be applied in thernbusiness to business pharmaceutical retail sector as well. Perceived quality, Brand awareness andrnBrand loyalty were found to be positively and significantly affecting overall brand equity as theyrnwere hypothesized. But Brand association shows less significant with the overall brand equityrnand the hypothesis was not supported. Brand equity is inevitable in these sector therefore, Lagaprnpharmaceutical and agents in this sector must involve in high promotional activities by majorlyrnfocusing on the four independent variables of the Aaker model to increase the overall brandrnequity of Lagap pharmaceutical.

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