INTRODUCTION
Background to the study
According to the Ministry of Health, pharmaceutical sales in Vietnam reached approximately $2.775 million in 2013, with domestic medicine accounting for $1.3 million The industry is projected to grow at a compound annual growth rate (CAGR) of 16% over the next decade Despite the impact of the international economic crisis, the pharmaceutical sector has demonstrated a remarkable annual growth rate of 18.8% from 2009 to 2013 This upward trend can be attributed to several factors, including the unique nature of pharmaceutical products, increasing public awareness of healthcare, and a significant shift in Vietnamese attitudes toward the use of domestic versus imported medicines.
The advancement of education in Vietnam has heightened awareness of health care, leading to increased demand for international pharmaceuticals As Vietnamese consumers gain access to the global drug market, the pharmaceutical industry is poised for significant growth According to the World Bank, health expenditure per capita in Vietnam was just $95 in 2012, notably lower than regional counterparts like Singapore at $2,286 and Malaysia at $346 However, there is optimism that these figures will rise in the future, reflecting the growing importance of health care in the country.
Doctors and pharmacists often prefer prescribing imported medications, believing they are superior; statistics reveal that only 20-30% of doctors prescribe domestic drugs However, perceptions among Vietnamese consumers regarding domestic versus imported medications have shifted significantly According to the Ministry of Industry and Trade, the percentage of consumers using domestic drugs has risen to 70%, indicating a promising outlook for substantial growth in the pharmaceutical industry.
The statement of problem
The pharmaceutical industry is more different than others, because product is a specific and varies product in other market According to Rafiq and Saxon’s research
Pharmaceutical companies invest nearly 12 years in research and development, along with obtaining commercial licenses and certifications, before launching a drug to the market However, once on the market, the drug typically has only 8 years of exclusivity before its patent expires, leading to increased price competition.
The success of the industry is attributed to three key factors: robust research and development (R&D), proactive patent protection, and the effective utilization of strong sales forces as a primary promotional tool (Veloutsou & Panigyrakis, 2001; Moss &).
The pharmaceutical industry has increasingly focused on research and development (R&D) and product factors rather than market demand Consequently, the financial burden of introducing new blockbuster drugs has escalated, with R&D costs continuing to rise.
The rapid development of generic drugs poses a significant threat to the pharmaceutical industry, as these companies capitalize on patent expirations and the cost-cutting pressures prevalent in global healthcare systems Consequently, industry growth has slowed, prompting firms to seek new competitive advantages Moss and Schuiling (2004) recommend that pharmaceutical companies shift their focus from a research-oriented, product-centric strategy to one that emphasizes brand building and consumer centricity.
Moss and Schuiling (2004) and Griffiths (2007) emphasize that pharmaceutical companies should shift their focus from solely relying on sales forces and R&D to prioritizing marketing and branding, particularly in fostering brand loyalty Aaker (2007) highlights the significant benefits of brand loyalty for companies, as Levins (2009) points out that firms with a high rate of loyal consumers can lower their marketing costs compared to the expenses incurred in acquiring new customers Sanz (2009) further supports this by noting that the cost of attracting new customers is approximately six times greater than the cost of retaining existing ones.
Since the 1960s, extensive research has explored the impact of country-of-origin on consumer attitudes and purchasing intentions regarding foreign products and services Studies by Bilkey and Nes (1982), Khachaturian and Morganosky (1990), and others have highlighted how consumers' perceptions are influenced by the origin of a product, affecting their overall buying decisions.
This study investigates the impact of country of origin (COO) on brand loyalty and key components of brand equity within the pharmaceutical industry, addressing the limited existing research in this area.
The research objective
+ To explore elements influencing brand loyalty in pharmaceutical industry in
Ho Chi Minh City + To investigate the effect of country of origin on brand loyalty in pharmaceutical industry in Ho Chi Minh City
+ To examining the effect of country of origin on brand Awareness, brand Image and perceived quality in pharmaceutical in Ho Chi Minh City.
The significant of research
The research offers crucial insights for pharmaceutical managers on leveraging factors like country of origin to effectively target consumers and enhance brand loyalty Additionally, marketing managers can strategically align brand attributes to foster customer loyalty, ultimately driving profitability and reducing costs for their companies.
The scope of the study
This study utilizes a convenience sample to identify factors influencing brand loyalty from the perspective of brand equity The respondents are consumers who have sought treatment at hospitals, specifically targeting individuals from Tan Phu District and the Fifth District Hospital in Ho Chi Minh City.
Secondly, this study is only focus on over the counter market in which is also in short OTC, because of a couple of additional concerns:
Over-the-counter (OTC) medications are defined as products that can be purchased without a prescription, as outlined by DeLorme et al (2010) These medications are regulated by health authorities through OTC monographs that detail approved ingredients, dosages, instructions, formulations, and labeling According to Griffiths (2008), many companies are increasingly focusing on OTC products as a strategy to boost sales and create new business value, leading some to transition from prescription-only medications (POM) to OTC brands.
In addition, OTC medication can be used by consumers to treat certain conditions that do not require the approval or regulation by a medical practitioner (DeLorme et al.,
In recent years, consumers have increasingly turned to over-the-counter (OTC) products to alleviate their self-diagnosed ailments, often after researching their symptoms online According to Ashman et al (2007), this trend reflects a growing desire for self-medication Furthermore, a study by Blackett and Harrison (2001) indicates that over 90 percent of U.S consumers are open to switching to OTC brands, highlighting a significant shift in consumer behavior towards accessible healthcare solutions.
Finally, The OTC market also has the ability to help the pharmaceutical companies with patent expires and increased generic competition by offering a new, consumer, and brand-based market.
Structure of the study
This research report is organized into five chapters Chapter 1 provides an overview of the research topic, while Chapter 2 outlines the theoretical framework, including key concepts and proposed hypotheses Chapter 3 details the research methodology used to evaluate the proposed scale and theoretical models Chapter 4 presents the results of the testing and analysis of data, leading to conclusions regarding the hypotheses established in Chapter 2.
Chapter 5 summarizes the main results of the study, the contribution of management theory and practice and also mentioned the limitations of research to guide subsequent studies.
LITERATURE REVIEW AND THEORICAL MODEL
Definition of brand
Branding has existed for centuries as a way which helps consumers can distinguish the goods of one producer from those of another However, according to Nguyen & Nguyen
(2011), there are two viewpoint about brand, named is traditional and synthetic view
The traditional definition of a brand, as outlined by the American Marketing Association (AMA), describes it as a name, term, sign, symbol, or design that identifies a company's goods and services, distinguishing them from competitors This view positions branding as a key component of products, focusing on how brands differentiate offerings in the marketplace However, this perspective has evolved, with scholars arguing that it does not fully capture the brand's role in the increasingly global economic market (cited Tho et al.).
In 2011, a new perspective on branding emerged, complementing existing definitions by emphasizing that a product is a key component of a brand Scholars such as Keller, Davis, Schuiling, and Moss support this viewpoint, particularly Keller (2003), who argues that a brand is essentially a product enhanced by additional dimensions that distinguish it from competing products and services aimed at fulfilling the same consumer needs.
According to Davis (2002), a brand is not only an intangible asset but also a crucial element of a company, representing a set of promises Schuiling and Moss (2004) further define a brand as a name that registers a product in the consumer's mind, encompassing both tangible (rational) and intangible (irrational) benefits While a product provides tangible benefits, a brand adds extra value through these combined benefits For instance, the Apple brand is perceived by consumers as offering both tangible benefits, such as quality, fashion, and durability, and intangible benefits that enhance status and success for customers using its products.
In a competitive market, consumers often struggle to differentiate between products from various companies, making brand names essential for identifying preferred options and perceived benefits Brands not only serve consumers by clarifying choices but also benefit manufacturers by safeguarding trademarks against imitation Essentially, a brand name encompasses a name, symbol, message, or design that distinguishes a seller's products or services from those of competitors.
Definition of brand equity
Since the 1980s, brand equity has gained significant attention from academics and has evolved over time Scholars like Auken (2002) define brand equity as the value associated with a business and the expectations consumers have regarding its organization, products, and services, including their communication experiences and brand awareness Leading authors in brand management, such as Keller and Aaker, view brand equity from three perspectives: customer-based, financial, and combined This research specifically focuses on the customer-based perspective, aiming to identify elements that influence customer loyalty and retention through consumer perception.
Customer based perspective of brand equity (CBBE)
Customer-based brand equity, as defined by Keller (1991), refers to the unique impact that brand knowledge has on consumer reactions to marketing efforts This phenomenon occurs when customers become familiar with a brand and develop strong, favorable, and distinctive associations in their memory.
Brand equity can be classified into various dimensions, as proposed by Aaker (1991), who defined it as a collection of assets or liabilities He identified five key categories of brand equity: perceived quality, brand loyalty, brand awareness, brand associations, and other proprietary brand assets.
(2002) separated into two components: awareness and association, Schocker and Weitz (1988) establish brand equity in function of loyalty and image Agarwal and Rao
Brand equity is primarily defined by overall quality and choice intention, as noted by Aaker (1996) Vazquez et al (2002) highlight the significance of stored associations that reflect both functional and symbolic utilities Additionally, Yoo and Donthu (2001) describe consumer-based brand equity at the individual level through four key dimensions: perceived quality, brand loyalty, brand awareness, and brand association.
In this study the researcher uses definition of Aaker whose components have been broadly and accepted by many researchers (Keller, 1993; Low and Lamp, 2000; Prasad and Dev, 2000; Yoo and Donthu, 2001)
Research indicates that brand loyalty is a crucial aspect of brand equity, while other studies suggest that the components of brand equity are interconnected and influence one another.
A study conducted in 2004 highlighted the significance of brand equity in fostering brand loyalty within the large office equipment industry, revealing that factors such as reliability and trust are crucial before influencing customer loyalty behaviors and attitudes Utilizing Aaker and Keller's equity framework, the research identified a clear relationship between brand equity components and brand loyalty Additionally, Nguyen and Nguyen's 2002 study in the shampoo market found that perceived quality and brand awareness are key antecedents of brand loyalty in emerging markets.
Brand awareness refers to a consumer's ability to recognize and recall a brand in various contexts (Aaker, 1996) It encompasses two key components: brand recall, where consumers can accurately name a brand upon encountering a product category, and brand recognition, which is the ability to identify a brand when prompted by cues According to Aaker and Keller (1990), brands with high awareness and a positive image foster consumer loyalty, indicating that increased brand awareness correlates with higher levels of trust and purchase intention among consumers.
Peng (2006) indicates that brand awareness has the greatest total effects on brand loyalty
To achieve optimal results when launching new products or entering new markets, businesses must focus on enhancing their brand awareness This is crucial because a strong brand awareness is closely linked to increased brand loyalty, as supported by research from Aaker & Keller (1990), Peng (2006), Wu (2002), and Chou.
Brand image is defined as the collection of associations in a consumer's memory that shapes their perception of a brand, including attributes, benefits, and attitudes (Keller, 1993) It plays a crucial role in helping consumers identify their needs and satisfaction, setting the brand apart from competitors and encouraging purchases (Hsieh, Pan, & Setiono, 2004) Kotler (2001) describes brand image as the thoughts and feelings a person holds towards a brand, while Roth (1995) emphasizes the importance of maintaining a strong brand image as part of a company's marketing strategy Aaker (1991) further notes that a positive brand image not only aids in information gathering and brand differentiation but also fosters positive emotions, provides reasons to buy, and supports brand extension efforts.
Perceived quality refers to a consumer's assessment of a product's overall excellence or superiority, which is shaped by their perception rather than the actual quality of the product itself This perception is influenced by the product's intended purpose and its comparison to alternatives (Zeithaml, 1988) To enhance perceived quality, brands should focus on improving the actual quality of their products while effectively communicating these quality attributes through strategic marketing signals.
Thus, consumers perceive brand quality through their direct experiences with the brand and the information obtained in the environmental factors (Yoo et al 2001)
Consumers assess the quality of products and services based on various intrinsic and extrinsic information cues These cues, whether considered individually or collectively, shape their perceptions of overall quality.
Intrinsic cues, such as size, color, flavor, and aroma, play a crucial role in how consumers evaluate product quality Many consumers prefer to rely on these physical characteristics to justify their purchasing decisions, viewing them as rational and objective According to Judith and Richard (2002), there is a strong connection between perceived quality and brand loyalty, which significantly influences consumers' purchase intentions.
Brand loyalty refers to the tendency of consumers to repeatedly buy a product or service due to their satisfaction with it This loyalty significantly contributes to a company's market share, as satisfied customers not only continue to purchase from the brand but also advocate for it, leading to increased market growth and profitability.
Brand loyalty, as defined by Kanuk (2004), is a consumer's commitment to a brand, making it an intangible asset that influences the pricing of products or services It is often viewed through two lenses: as an attitude or as behavior From an attitudinal standpoint, brand loyalty reflects a consumer's intention to consistently choose a specific brand as their primary option (Oliver).
1997) From behavioral perspective, it is defined as the degree to which a buying unit such as a household concentrates its purchases over time on a particular brand within a product category (Schoell & Guiltinan 1990)
One of the factors that are widely believed to have a high influence on customer perception toward a specific product, or brand, is the country of origin (O’Cass and Lim,
Research on the effects of country of origin and brand equity has been extensive; however, empirical studies examining the influence of country image on brand equity remain limited Understanding how consumers perceive the origin of a product is crucial, especially in today's globalized market where brands from various countries are easily accessible As companies from developed nations increasingly relocate production to countries with lower labor costs, and as brands expand internationally for strategic advantages, it becomes essential to analyze the relationship between country of origin and consumer-based brand equity This understanding can significantly aid marketing professionals in enhancing marketing effectiveness Consequently, this study aims to investigate the impact of country of origin on brand equity and brand loyalty.
The country of origin plays a crucial role in shaping consumer purchasing decisions, as it encompasses their subjective perceptions and impressions about products This "made in" label serves as a vital tool in today's competitive global market, influencing consumer beliefs and ultimately driving product sales.
The relationship between brand awareness, brand image, perceived quality and brand loyalty
Research indicates that higher brand awareness significantly enhances consumers' quality evaluations and fosters brand loyalty Aaker and Keller (1990) emphasize that brands with strong awareness and positive images cultivate greater trust and purchase intentions among consumers Additionally, Peng (2006) highlights that brand awareness exerts the most substantial influence on brand loyalty, underscoring its critical role in consumer behavior.
To achieve optimal results when launching new products or entering new markets, businesses must prioritize brand awareness, as it is closely linked to brand loyalty (Aaker & Keller, 1990; Peng, 2006; Wu, 2002; Chou, 2005) Consequently, we propose the following hypothesis:
H1: there is a positive relationship between brand awareness and brand loyalty
Research shows that product and brand image significantly influence customer loyalty and repurchase intentions Vazquez-Carrasco and Foxall (2006) highlight that a strong social, confident, and unique brand image positively affects consumers' loyalty intentions, reinforcing the connection between brand perception and customer retention.
Research by Debra Grace and Aron O’Cass (1999) indicates that customers who perceive significant social benefits from their salesperson demonstrate greater loyalty This enhanced loyalty is closely tied to the brand image, which in turn contributes to a higher perceived value compared to competitors.
Consumer perception of brand image is influenced by product-related attributes, the benefits offered, and the attitudes consumers hold towards the product or service, as indicated by prior research.
H2: There is a positive relationship between brand image and brand loyalty
Judith and Richard (2002) further indicate that perceived quality and brand loyalty have a highly connection, they will positively influence purchase intention
Perceived quality, as defined by Baldauf, Cravens, and Binder (2003), is assessed by individual consumers based on their satisfaction with a product and serves as a crucial element for firms seeking competitive advantage in their industries Keller (1993) identified key features for measuring perceived quality, including performance, conformance quality, reliability, durability, serviceability, and style and design Chi, Yeh, and Chiou (2009) provided new insights indicating that customer perceived quality significantly influences brand trust and brand affect, which in turn affect brand attitude and purchasing behavior Consequently, there is a positive correlation between perceived quality and brand loyalty, suggesting that an increase in perceived quality can enhance brand loyalty.
H3: There is a positively correlated between perceived quality and brand loyalty
The relationship between country of origin and customers base brand equity
Sanyal and Datta (2011) explore how the country of origin image influences brand equity components, revealing that both brand strength and awareness significantly enhance the formation of this image Similarly, Papu et al (2006) investigate the effects of a brand's country of origin on three dimensions of consumer-based equity: brand image, perceived quality, and brand loyalty, finding notable variations linked to the country of origin Their findings also suggest a connection between consumers' macro and micro perceptions of a country and the brand equity associated with products from that nation.
The findings indicate a positive relationship between the constructs studied, which varies by product category Li et al (2009) demonstrated that the country of origin significantly enhances brand equity Similarly, Yasin et al (2007) found that the image of a brand's country of origin has a substantial positive impact on the development of brand equity Consequently, three hypotheses are proposed based on these insights.
H4: there is a positive relationship between COO and brand awareness
H5: there is a positive relationship between COO and brand Image
H6: there is a positive relationship between COO and perceived quality
The relationship between COO and brand loyalty
Research indicates that the country of origin significantly influences customer loyalty towards brands Rave et al (2006) highlight this connection, while Kim (1995) suggests that a positive country image can enhance brand popularity, fostering consumer loyalty Additionally, Paswan et al (2003) demonstrate that consumers exhibit loyalty not only to brands but also to the countries from which these brands originate Therefore, it can be hypothesized that the country of origin plays a crucial role in shaping brand loyalty.
H7: There is a positive relationship between COO and brand loyalty.
The conceptual research model
This research aims to assist marketing managers in developing strategies to enhance customer loyalty through the components of brand equity The study proposes a model where country of origin, brand awareness, brand image, and perceived quality serve as independent variables, while brand loyalty is the dependent variable The literature review indicates a significant relationship between brand image, brand awareness, and perceived quality with brand loyalty Additionally, it highlights the connection between the country of origin and the components of brand equity as perceived by customers, as well as its influence on brand loyalty.
H1: There is a positive relationship between brand awareness and brand loyalty
H2: There is a positive relationship between brand image and brand loyalty
H3: There is a positively correlated between perceived quality and brand loyalty
H4: There is a positive relationship between COO and brand awareness
H5: There is a positive relationship between COO and brand Image
H6: There is a positive relationship between COO and perceived quality
H7: There is a positive relationship between COO and brand loyalty
This chapter explores the constructs of dependent and independent variables, focusing on the relationship between Country of Origin (COO) and key factors such as brand awareness, brand image, perceived quality, and brand loyalty It also provides a detailed analysis of how these components contribute to customer-based brand equity, emphasizing the interconnectedness of brand awareness, image, perceived quality, and brand loyalty.
This article focuses on brand image and brand awareness, detailing the development of measurement scales for each construct in the research model It outlines the research methodology and data analysis procedures, culminating in a conclusion that presents the empirical results for each hypothesis.
METHODOLOGY
Research process
The research was conducted in two phases: a pilot study and main study A pilot study was implemented in two round:
+ The first round: a qualitative study by means of an in-depth interview with some consumers in order to design draft questionnaire
+ The second round: a quantitative study by conducting a survey with a sample size 10 consumers to test measure before launching a main survey
The main study was implemented after questionnaire was refined based on the outcomes of the quantitative pilot study
The study employed Cronbach’s Alpha and Exploratory Factor Analysis to assess the reliability and validate the measurement scale Confirmatory Factor Analysis (CFA) was utilized to evaluate the model fit with data collected from environmental research, while Structural Equation Modeling (SEM) was applied to test the hypotheses.
The way is used for conducting the investigation is present as the table following:
Step Research Method Technique Time Place
The researcher utilizes a literature review and research model to identify a measurement scale for the components of the model based on prior studies However, significant cultural differences, economic levels, and resident perceptions between Vietnam and international research necessitate adjustments Consequently, a pilot study is conducted to refine the scale, ensuring its suitability for the specific context of research in Vietnam.
A quality study was conducted to develop and investigate a questionnaire with 10 respondents, ensuring clarity of the items and overall content Feedback from stakeholders was crucial for refining the measurement scale and ensuring that participants could easily understand the survey The final questionnaire was adjusted based on this feedback and utilized for the main study.
This phase involves quantitative research where the researcher distributes questionnaires directly to patients visiting the hospital for treatment or accompanying relatives to see the doctor The collected data is utilized for hypothesis testing and to evaluate the research model.
Sample design
Due to certain objective factors, a convenience sampling method was employed to select respondents for this research Questionnaires were distributed to individuals visiting hospitals in District 11, Tan Phu, as they are likely to have experience purchasing medication for themselves or their relatives Additionally, these hospitals serve a large number of patients from other districts, enhancing the reliability and objectivity of their responses.
Structural equation modeling (SEM) is the primary method used for data analysis; however, Raykov and Widaman (1995) note that some esteemed researchers believe SEM requires a large sample size due to its reliance on large sample distribution theory The definition of a "large" sample is debated, with some researchers suggesting that the necessary size varies based on estimation methods such as Maximum Likelihood (ML), Generalized Least Squares (GLS), or Asymptotic Distribution Free (ADF) (Nguyen & Nguyen, 2011) Hoelter (1993) recommends a minimum sample size of 200 for saturated models, and this study has selected a sample size of 300.
To achieve the desired sample size, the researcher distributed approximately 370 questionnaires across hospitals in District 11, Tan Phu, and District 5 Data collection took place over one week After reviewing the responses, 21 questionnaires were excluded due to missing values and uncooperative answers, where respondents selected the same number for all items.
Finally, there is only 349 questionnaires is used for next step The data inputting and screening through SPSS version 22 and Amoss version 22 software in order to test model and hypothesis.
Measurement scales
Brand equity is significantly influenced by the strength of a brand's presence in customers' minds (Aaker, 1996) This dimension is measured through brand recognition and recall, reflecting customers' ability to identify and remember a brand among its competitors For this study, brand awareness is quantified using a Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree), denoted as BA.
I know clearly medicine brand I like BA1
When talking about pharmaceutical industry, I will remember BA2 Medicine brand I like immediately
I can recognize drug brand I like among other brand BA3
I can distinguish favorite drug brand other brands BA4
I can describe characteristic of drug brand quickly BA5
Developing a strong brand image necessitates creating distinct scale items tailored to specific product categories (Dobni and Zinkhan, 1990) Building on prior research by Low and Lamb (2000) and Kim et al (2003), this approach incorporates additional factors, including the significance of a "long history" in shaping brand perception.
“familiar to me” to supplement the measurement items (Aaker, 1991; Keller, 1993), the measurement items for brand image is built as follows
The drug brand instills a sense of comfort, presenting a clear and appealing image that resonates with me It makes me feel unique and valued, catering specifically to high-class customers who seek quality and distinction.
Drug brand are expensive BI5
I feel drug brand to be familiar to me BI6
According to measurement scale of Yoo & ctg (2000) and Doddy (1991) (cited in Tho Nguyen et al (2008)
The drug brand I bought is high quality PQ1
I value high-quality drug brands due to their exceptional performance and reliability The likelihood of these brands being effective is significantly high, which reinforces my trust in their quality When purchasing a drug brand, I prioritize those that demonstrate superior quality, as this directly impacts their efficacy Conversely, I have encountered some drug brands that appear to lack quality, highlighting the importance of choosing reliable options.
Customer loyalty is a crucial aspect of brand loyalty, influencing a customer's commitment to a brand and significantly impacting a company's business performance Schiffman and Kanuk (2000) identify two primary methods for measuring brand loyalty: attitude-based measurement and behavior-based measurement.
This study will follows attitude-based measurement according to a survey conducted by Tho et al (2002)
I use drug brand I like beer very often BL1
I have an intention to drug brand I like again BL2
I usually use drug brand as preferred choice BL3
I will recommend drug brand I like to other people, when they need BL4
I feel close attached drug brand I like BL5
Items adapted from previous research from prestige researchers These items measure quality as well as reputation of country (e.g Yasinet al., 2007; Kumar and Barker, 1987; cited in Sanyal and Datta, 2011.)
1 I will prefer the brand that originates from a country rich in R&D COO1
2 I will prefer the brand that originates from a country with COO2 a high level of technological advancement
3 I will prefer the brands that originates from a country COO3 which maintains a high level of quality
4 I will prefer the brand that originates from a country COO4 which maintains an image of more new drug development
5 I will prefer the brand that originates from a country COO5 which is prestigious in terms of drug manufacturing
The measurement scale for this study will be based on Likert scale ranging from 1 (strongly disagree) to 7 (strongly agree) as following:
(5): Fairly agree (6): Agree (7): Strongly Agree
The collected data will be analyzed using SPSS software (Statistical Package for Social Sciences) Version 22, facilitating Exploratory Factor Analysis (EFA) and Cronbach's Alpha Reliability Analysis Additionally, Amos software Version 22 will be employed for Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM).
The reliability of the measurement scales was assessed using Cronbach's Alpha Reliability Analysis According to Pallant (2005), a scale is considered reliable if its Cronbach’s Alpha coefficient exceeds 0.7.
Exploratory Factor Analysis (EFA) was utilized to investigate the relationships among a set of variables and determine the underlying factors This study employed Principal Axis Factoring for factor extraction, along with Promax rotation for optimal results To ensure the data's appropriateness for factor analysis, specific conditions outlined by Pallant (2005) must be satisfied.
- The sample size should be appropriate:
For effective Exploratory Factor Analysis, a minimum sample size of 95 is essential, ensuring a ratio of at least five cases for each of the 19 variables examined With 95 valid responses collected, our dataset is deemed suitable for conducting this analysis.
The factorability of the data would be appropriate if:
+ The Kaiser-Meyer-Olkin value (KMO) should be 0.5 or above
+ The Bartlett’s test of sphericity should be statistically significant: p0.5 however, based on Steenkamp &Van trijp (1991), if model fit is good, it means it only a part of condition for scale achieve Unidimensionality, and Gerbing & Anderson
(1988), if scale is Convergent validity, standardize estimate >0.5, Discriminant validity if correlation 15 triệu Trình độ học vấn (cao nhất):
Xin chân thành cám ơn
30 Tôi sử dụng nhãn hiệu thuốc tôi mua như là sự lựa chọn ưu tiên khi cần
31 Tôi sẽ khuyến khích bạn bè sử dụng nhãn hiệu thuốc tôi đã mua khi họ có nhu cầu
32 Tôi cảm thấy có tình cảm với nhãn hiệu thuốc tôi thích
50
Kaiser-Meyer-Olkin Measure of Sampling Adequacy .906 Bartlett's Test of Sphericity Approx Chi-Square 4278.143 df 231
Initial Eigenvalues Extraction Sums of Squared Loadings
Rotation Sums of Squared Loadings a Total % of Variance Cumulative % Total % of Variance Cumulative % Total
Extraction Method: Principal Axis Factoring
Extraction Method: Principal Axis Factoring
Rotation Method: Promax with Kaiser Normalization a Rotation converged in 6 iterations
CFA Result Appendix 3 CFA and SEM analysis CFA analysis:
