Số 231 | Tháng 6/2025
Tính xác thực thương hiệu và niềm tin người tiêu dùng ngành dược Việt Nam hậu Covid-19
Cao Việt Hiếu, Phan Khánh Duy
Tóm tắt:
Nghiên cứu này kiểm định vai trò của tính xác thực thương hiệu trong việc hình thành niềm tin người tiêu dùng (NTD) đối với các thương hiệu dược phẩm tại Việt Nam sau đại dịch Covid-19. Dựa trên lý thuyết Tín hiệu và mô hình niềm tin tiêu dùng, nghiên cứu tiến hành khảo sát 533 NTD và sử dụng mô hình cấu trúc bình phương nhỏ nhất từng phần (PLS-SEM) để phân tích. Kết quả cho thấy tính minh bạch và cam kết đạo đức là những yếu tố có ảnh hưởng mạnh nhất đến niềm tin. Phân tích đa nhóm (Multi-group Analysis – MGA) cho thấy mức độ ảnh hưởng này tăng đáng kể trong bối cảnh hậu đại dịch. Nghiên cứu đóng góp cho lý thuyết Xác thực thương hiệu bằng cách mở rộng ứng dụng sang lĩnh vực dược phẩm tại thị trường mới nổi. Nghiên cứu đã đưa ra các hàm ý quản trị giúp những nhà quản lý thương hiệu, công ty dược và cơ quan hoạch định chính sách y tế có một số chiến lược truyền thông phù hợp, đồng thời nhấn mạnh tính minh bạch và đạo đức để duy trì niềm tin trong môi trường kinh doanh rủi ro cao.
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Brand Authenticity and Consumer Trust in Vietnamese Pharmaceutical Industry Post-Covid-19
Abstract:
This study examines the role of brand authenticity in shaping consumer trust in pharmaceutical brands in Vietnam after the Covid-19 pandemic. Based on Signaling Theory and the Consumer Trust Model, the study surveyed 533 consumers and used PLS-SEM for analysis. The results showed that transparency and ethical commitment were the factors that most strongly influenced trust. Multi-group analysis showed that this influence increased significantly in the post-pandemic context. The study contributes to the theory of brand authenticity by extending its application to the pharmaceutical sector in emerging markets. The study provides managerial implications to help brand managers, pharmaceutical companies, and health policy makers develop appropriate communication strategies, while emphasizing transparency and ethics to maintain trust in a high-risk business environment.