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

DOI

10.2991/978-94-6463-544-7_7How to use a DOI?

Keywords

Brand Image; Consumer Behavior; Purchase Intention; Attitude; Over-The-Counter Drugs; Reference Groups; Demographics

Abstract

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Anurinder Kaur
AU  - Anil Chandhok
AU  - Saurabh Kumar Banerjee
PY  - 2024
DA  - 2024/10/17
TI  - Exploring the Impact of Brand Image on Consumer Behavior with Regard to Over-the-counter Drugs: A review
BT  - Proceedings of the 2nd International Conference on Emerging Technologies and Sustainable Business Practices-2024 (ICETSBP 2024)
PB  - Atlantis Press
SP  - 80
EP  - 96
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-544-7_7
DO  - 10.2991/978-94-6463-544-7_7
ID  - Kaur2024
ER  -