Improving the Loyalty in the Digitalization of the Brand for the National Pharmaceutical Brand Image

DOI

10.2991/978-2-494069-89-3_191How to use a DOI?

Keywords

national pharmaceutical brand image; the digitalization of the brand; constructing an innovation model; the loyalty of digital natives

Abstract

This study aims to improve the loyalty of digital natives in the digitalization of the brand by constructing an innovation model for a national pharmaceutical brand image. This study uses Literature review to understand the current demand for identify the digitalization of the brand and the national pharmaceutical brand image. Later it uses Case Study to analyze the factors of how national pharmaceutical brand images could construct an innovation model in the digitalization of the brand. Results of the study would include a background understanding of the current demand for national pharmaceutical brand images. Categorize the national pharmaceutical brand image and find the best way to digitize the brand. Results of the study would include a background understanding of the current demand for national pharmaceutical brand images. Categorize the national pharmaceutical brand image and find the best way to digitize the brand.

In addition, the expected outcome will document the background description of the national pharmaceutical brand image. Through the analysis of latent feature variables and latent categorical variables, it recommends finding the best method for brand digitization. Identifying the potential for digitalizing the brand culture variables required construction(variable) for the construct construction model. The study contributes to the model for increasing the loyalty of digital natives by building a strategic development of the national pharmaceutical brand image.

Copyright

© 2022 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  - Mengyao Yu
AU  - Sazrinee binti Zainal Abidin
AU  - Changhua He
AU  - Yue Ma
AU  - Jun Zheng
PY  - 2022
DA  - 2022/12/30
TI  - Improving the Loyalty in the Digitalization of the Brand for the National Pharmaceutical Brand Image
BT  - Proceedings of the 2022 5th International Conference on Humanities Education and Social Sciences (ICHESS 2022)
PB  - Atlantis Press
SP  - 1663
EP  - 1670
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-89-3_191
DO  - 10.2991/978-2-494069-89-3_191
ID  - Yu2022
ER  -