Consumer Attitudes towards Generic Brands
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This study investigates consumers’ attitudes towards generic brands of over-the-counter medicines. A conceptual framework underpinned by the theory of planned behaviour is developed to investigate how attitudes towards generic brands of medicines, social norms and perceived behavioural control influences the intention and actual purchase of generic brands of medicines. A scale to measure consumers’ attitudes towards generic brands is also developed and it is successfully adapted to the context of generic medicines.
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Liang, Johan; Phau, Ian (2010)This paper investigates consumer perception on prescription generic medicines (PGM) in Australia. Specifically, it examines how consumer concern and consumer knowledge about counterfeit medicines influence attitudes towards ...
Liang, Johan; Phau, Ian (2010)This paper investigates consumer perception on generic medicines in Australia. Specifically, it examines how consumer concern and consumer knowledge about counterfeit medicines influence attitudes towards generic prescription ...
Dickinson, Sonia; Heath, Tara (2006)This paper uses Aaker and Keller's (1990) brand extension model as a theoretical framework to examine the major factors contributing towards positive or negative evaluation of a co-branded offering. The study gained ...