Exploring the Impact of Brand Image on Consumer Behavior with Regard to Over-the-counter Drugs: A review

A comprehensive review followed a systematic approach and attempted to explore the concept of brand image and its relation with consumer behavior targeting pharmaceutical sectors with special reference to over-the-counter drugs. Approximately 200 articles were collected that were published from 2000-2022. The study utilized databases: Research Gate, Google Scholar, PubMed, and Science Direct. The research mining was done through keywords: Over-the-counter drugs, Brand Image, Consumer Behavior, and Attitude, Purchase intentions, Reference groups and Demographics. Inclusion and exclusion criteria were performed through a screening process to select 40 papers that were red entirely and included in the final study. The review study explored brand image and its various components, their relation with purchase intentions, and consumer buying behavior. The mediation role of attitude was also highlighted. Demographics of consumers and referral groups were studied performing their moderation role. Exploration of consumer behavior and their intentions will be a boon for the marketing companies to understand favorable and non-favorable attitudes of consumers toward particular brands which will enhance their existence in the competitive market.