Consumer Loyalty in the Swedish Pharmaceuticals Market
The purpose of this paper is to test if consumer loyalty is stronger toward brand name prharmaceutical products and branded generics as compared to "true" generics in the Swedish pharmaceutical market. The results show that consumers are equally loyal toward brand name pharmaceuticals and branded generics, while substantially less loyal toward generics. The results thus seem to give support to the idea that brand name recognition is important in creating consumer loyalty toward pharmaceutical products.
|Date of creation:||09 Jun 2008|
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8057977, Harvard Kennedy School of Government.
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