IDEAS home Printed from https://ideas.repec.org/a/rnd/arjebs/v10y2018i5p59-72.html
   My bibliography  Save this article

The Influence of Packaging and Brand Equity on Over-The-Counter Herbal Medicines in Kumasi, Ghana

Author

Listed:
  • Peter Kwasi Oppong
  • Maxwell A Phiri

Abstract

In today`s competitive business environment, packaging and brand equity provide a competitive advantage to a firm which may increase and maintain its market share. However, the role of packaging in supporting the brand equity is relatively new in the over-the-counter pharmaceutical market and currently, there is a lack of empirical research to uncover its significance in this product segment. This paper seeks to investigate the impact of packaging on brand equity through the mediating effect of dimensions of brand equity in the over-the-counter drug market in Kumasi metropolis. Based on Aaker`s customer-based brand equity model, eight hypotheses were formulated and tested through structural equation modelling. Using systematic sampling, data was collected through survey questionnaires from a sample of 348 consumers who patronize in herbal medicines from herbal stores in Kumasi Metropolis. The study found that packaging significantly contributes to support brand equity of plant medicines through the mediating effect of brand awareness, brand association and brand loyalty. These results indicate that brand managers in the plant medicine industry need to consider packaging as an important brand-building tool in their marketing strategy to enhance brand equity in the over-the-counter pharmaceutical market. This will enh0ance their competitive distinctiveness in the over-the-counter market.

Suggested Citation

  • Peter Kwasi Oppong & Maxwell A Phiri, 2018. "The Influence of Packaging and Brand Equity on Over-The-Counter Herbal Medicines in Kumasi, Ghana," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 59-72.
    • Handle: RePEc:rnd:arjebs:v:10:y:2018:i:5:p:59-72
    DOI: 10.22610/jebs.v10i5(J).2498
    as

    Download full text from publisher

    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/2498/1710
    Download Restriction: no
    File URL: https://ojs.amhinternational.com/index.php/jebs/article/view/2498
    Download Restriction: no
    File URL: https://libkey.io/10.22610/jebs.v10i5(J).2498?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Mosarrat Farhana, 2012. "Brand Elements Lead to Brand Equity: Differentiate or Die," Information Management and Business Review, AMH International, vol. 4(4), pages 223-233.
    2. Shahzad Khan, 2012. "Contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty (A Study of Milk Industry of Peshawar Pakistan)," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 2(8), pages 170-176.
    3. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    4. Shahzad Khan, 2012. "Contribution of Brand Awareness and Brand Characteristics towards Customer Loyalty (A Study of Milk Industry of Peshawar Pakistan)," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 2(8), pages 170-176, August.
    5. Anthony D. Miyazaki & Dhruv Grewal & Ronald C. Goodstein, 2005. "The Effect of Multiple Extrinsic Cues on Quality Perceptions: A Matter of Consistency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 32(1), pages 146-153, June.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Liu, Martin J. & Yannopoulou, Natalia & Bian, Xuemei & Elliott, Richard, 2015. "Authenticity Perceptions in the Chinese Marketplace," Journal of Business Research, Elsevier, vol. 68(1), pages 27-33.
    2. Baldauf, Artur & Cravens, Karen S. & Diamantopoulos, Adamantios & Zeugner-Roth, Katharina Petra, 2009. "The Impact of Product-Country Image and Marketing Efforts on Retailer-Perceived Brand Equity: An Empirical Analysis," Journal of Retailing, Elsevier, vol. 85(4), pages 437-452.
    3. Zike Cao & Kai-Lung Hui & Hong Xu, 2018. "When Discounts Hurt Sales: The Case of Daily-Deal Markets," Information Systems Research, INFORMS, vol. 29(3), pages 567-591, September.
    4. Venkatesh Shankar & Pablo Azar & Matthew Fuller, 2008. "—: A Multicategory Brand Equity Model and Its Application at Allstate," Marketing Science, INFORMS, vol. 27(4), pages 567-584, 07-08.
    5. Tohru Yoshioka-Kobayashi & Tomofumi Miyanoshita & Daisuke Kanama, 2020. "Revisiting incremental product innovations in the food-manufacturing industry: an empirical study on the effect of intellectual property rights," Journal of Economic Structures, Springer;Pan-Pacific Association of Input-Output Studies (PAPAIOS), vol. 9(1), pages 1-19, December.
    6. Kim, Sang-Joon & Bae, John & Oh, Hannah, 2019. "Financing strategically: The moderation effect of marketing activities on the bifurcated relationship between debt level and firm valuation of small and medium enterprises," The North American Journal of Economics and Finance, Elsevier, vol. 48(C), pages 663-681.
    7. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. Bae, John & Kim, Sang-Joon & Oh, Hannah, 2017. "Taming polysemous signals: The role of marketing intensity on the relationship between financial leverage and firm performance," Review of Financial Economics, Elsevier, vol. 33(C), pages 29-40.
    9. Cristina Moreira & Ana Côrte-Real & Paulo Lencastre, 2010. "The image of Agriculture in Portugal," Working Papers de Gestão (Management Working Papers) 04, Católica Porto Business School, Universidade Católica Portuguesa.
    10. Stefan Buehler & Daniel Halbheer, 2011. "Selling when Brand Image Matters," Journal of Institutional and Theoretical Economics (JITE), Mohr Siebeck, Tübingen, vol. 167(1), pages 102-118, March.
    11. Vlad I. Rosca & Cristina Veronica Partenie, 2018. "A theoretical overview on understanding customer-based brand equity," Journal of Community Positive Practices, Catalactica NGO, issue 4, pages 19-28.
    12. Adeoye, I.A. & Ayodele, O.E. & Adesuyi, I.O & Ayo, M.F, 2021. "Brand Association and Sales Growth: The Flour Milling Industry Experience," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 5(7), pages 727-731, July.
    13. Yoshida, Masayuki & James, Jeffrey D. & Cronin, J. Joseph, 2013. "Sport event innovativeness: Conceptualization, measurement, and its impact on consumer behavior," Sport Management Review, Elsevier, vol. 16(1), pages 68-84.
    14. Teresa Barros & Paula Rodrigues & Nelson Duarte & Xue-Feng Shao & F. V. Martins & H. Barandas-Karl & Xiao-Guang Yue, 2020. "The Impact of Brand Relationships on Corporate Brand Identity and Reputation—An Integrative Model," JRFM, MDPI, vol. 13(6), pages 1-21, June.
    15. Deepa Chandrasekaran & Gerard J. Tellis, 2008. "Global Takeoff of New Products: Culture, Wealth, or Vanishing Differences?," Marketing Science, INFORMS, vol. 27(5), pages 844-860, 09-10.
    16. Karlan,Dean S. & Osman,Adam Mohamed & Shammout,Nour Musallam, 2020. "Increasing Financial Inclusion in the Muslim World : Evidence from an Islamic Finance Marketing Experiment," Policy Research Working Paper Series 9200, The World Bank.
    17. Alban Verchere, 2022. "Is social polarization bad for the planet? A theoretical inquiry," Bulletin of Economic Research, Wiley Blackwell, vol. 74(2), pages 427-456, April.
    18. Donald R. Lehmann, 2017. "Creating and writing effective research," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 27(3), pages 171-179, July.
    19. Jie Bai, 2016. "Melons as Lemons: Asymmetric Information, Consumer Learning and Seller Reputation," Natural Field Experiments 00540, The Field Experiments Website.
    20. Franco Valdez, Ana Dolores & Valdez Cervantes, Alfonso & Motyka, Scott, 2018. "Beauty is truth: The effects of inflated product claims and website interactivity on evaluations of retailers' websites," Journal of Business Research, Elsevier, vol. 90(C), pages 67-74.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rnd:arjebs:v:10:y:2018:i:5:p:59-72. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Muhammad Tayyab (email available below). General contact details of provider: https://ojs.amhinternational.com/index.php/jebs .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.