Purpose – The purpose of this paper is to find out the relationship between the qualities of generic drugs perceived by the physicians and brand equity of the branded generics and to examine the physicians' perceptions of prescribing generic drugs for selective medical conditions in India....

Purpose – The purpose of this paper is to explore the impact of country of origin image on brand equity of branded generic drugs. Design/methodology/approach – Brand equity of branded generics is examined through an analytical review. Country of origin image is hypothesised to influence...

Purpose – The purpose of this paper is to address how the concept of branding exists in the pharmaceutical sector and Indian market in particular; and second, how this branding technique might be modified to optimize the marketing of branded generics in India. Design/methodology/approach –...