Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2020.1798263
Effect of pharmaceutical companies’ corporate reputation on drug prescribing intents in Romania
Luminiţa Mihaela Ion
Ana Iolanda Vodă
Rodica Cristina Butnaru
Gina Ionela Butnaru
Gabriel Mircea Chirita
Sažetak
This research examines the effect of pharmaceutical companies’
(PCs’) corporate reputation on drug prescribing intents. The aim is
to determine the extent to which the PCs’ corporate reputation
influences general practitioners’ (GPs’) drug prescribing intents.
This research is based on quantitative analysis using structural
equation modelling (SEM) on data collected from a sample of 177
Romanian GPs. The PCs’ corporate reputation contributes to build
and maintain trust in their products, which in turn influences the
GPs’ prescribing intents. PCs need to acknowledge that corporate
reputation is a multi-dimensional construct and should focus their
efforts accordingly. Indeed, our study shows that GPs’ favourable
perception of the PCs’ medical representatives (MRs) has a strong
impact on their drug prescribing intents. An investment in corporate social responsibility (CSR) would, therefore, be conducive to
increasing a PCs’ corporate reputation capital. We constructed
and tested a conceptual model to explain GPs’ prescribing intents
by highlighting the influential relationships between different
non-pharmaceutical variables. Our conceptual model integrates
marketing concepts, such as consumer behaviour, the drug prescribing intention of GPs, as well as specific public relations concepts, corporate reputation, and corporate social responsibility.
Ključne riječi
Corporate reputation; drug prescription; pharmaceutical companies; general practitioners; physicians
Hrčak ID:
301179
URI
Datum izdavanja:
31.12.2021.
Posjeta: 291 *