Exploring the Nexus between Packaging, Quality, Equity and Loyalty in Drug Industry
Peter Kwasi Oppong (PhD), Paul Hammond & Edmond Amissah
Abstract
This paper aimed to examine the mediation effects of perceived quality and brand equity on the relationship between packaging and loyalty in the drug industry. The data for this paper were collected from a sample of 348 customers using a systematic sampling technique in the drug market. The study`s hypotheses were statistically examined via structural equation modelling with aid of smart PLS version 3.3.3. Findings from this paper show that brand equity fully mediates the impact of packaging on loyalty, and also partially mediated the path between perceived quality and loyalty. Not only this but the research also found that perceived quality completely mediates the relationship between packaging and loyalty, and also partially mediated the impact of packaging on brand equity. This paper, therefore, confirmed that perceived quality and brand equity play a significant role in designing packaging to increase brand loyalty in the drug industry.