Experience with Brands and Perceived Quality in Most Remembered Medicines

Abstract

This work aimed to analyze a customer experience with the brand and if it has a positive effect on the perceived quality of the medicines. The non-probabilistic sample included the participation of 209 individuals, who answered the questionnaire available on the electronic platform regarding Google Forms through social networks. To meet the central objective of this study, i.e., to test the hypothesis of the relationship between the experience of the drug brands and the perceived quality, equation modeling was used, even using the PLS-Sem statistical tool. The results achieved demonstrated the existence of a relationship between the experience of the brands with the perceived quality with a positive and predictive average effect, in addition, the results also showed that moderated by gender, the female coefficient increased whereas the male was not significant.

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Published
Sep 7, 2021
How to Cite
FERREIRA NETO, MACÁRIO NERI; CASTELO, JOSE SARTO FREIRE; CASTRO, JÉSSYCA LAGES DE CARVALHO. Experience with Brands and Perceived Quality in Most Remembered Medicines. Revista de Negócios, [S.l.], v. 26, n. 3, p. 41-53, sep. 2021. ISSN 1980-4431. Available at: <https://proxy.furb.br/ojs/index.php/rn/article/view/9840>. Date accessed: 10 aug. 2022. doi: http://dx.doi.org/10.7867/1980-4431.2021v26n3p41-53.
Section
Articles

Keywords

Perceived quality, brand, customer experience, most remembered brand.