Volume 14, Issue 9 (9-2017)                   cs 2017, 14(9): 1-14 | Back to browse issues page

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Khalij Fars University, Bushehr , Haraghy@yahoo.com
Abstract:   (2110 Views)

This paper aims to survey influence of origin country on specific value of brand and provides structural model for it. Statistical population was 187 pharmacists in Bushehr and Fars Provinces who were selected by random classified sampling. Data analysis was done by software AMOS21 and SPSS21. Findings show that applying influence of origin country in pharmaceutical industry reinforces specific value of brand. Therefore, medicine marketers have to know that pharmacists are influenced by origin country of medicine for choosing brand and should improve their brands mental position by emphasizing on R&D, premium raw material, and history of pharmaceutical industry in their country.

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Type of Study: Research | Subject: Special