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The Influence of Pharmaceutical Corporate Associations on the Perceived Efficacy, Safety, Price of Medicinal Products, and Intentions to Use

Hyegyu Lee 1

1한동대학교

Candidate

ABSTRACT

The purpose of this study is to examine how three types of corporate associations—innovation, trustworthiness, and social responsibility—influencethe efficacy, safety and price perceptions of medicinal products and intentions to use. 202 women living in Chung-buk area were randomly assigned toreceive one of the company information on innovation, trustworthiness or social responsibility association and responded to the information. The resultsshowed: First, the efficacy of medicinal products from companies with innovation associations was perceived the best. Second, the safety of the products from trustworthiness associations was the perceived the best. Third, products from companies with innovation associations were perceived themost expensive. Last, products from companies with innovation associations were most likely to be used. This study can help pharmaceutical companiesdevelop corporate communication strategies.

Citation status

* References for papers published after 2022 are currently being built.