Abstract

Dr. Ramin Radmanesh*

ABSTRACT

The main purpose of this article is to investigate the effect of the existence of major brands on the growth of the country's pharmaceutical industry and their sales. This article is a descriptive correlation in terms of practical purpose, in terms of data collection method. Pharmacies active in Tehran in 1399, the statistical population of this study. 150 pharmacies were selected as a statistical sample based on specific rules of structural equation modeling with partial least squares approach. The data collection tool was a researcher-made questionnaire. In order to evaluate the validity and reliability of the measuring instruments, the results of the measurement model were cited and the results of the validity and reliability of the questionnaires were confirmed. Structural equation modeling was used to analyze the data using Smart PLS 3 software. The results of testing the first hypothesis showed that the existence of major brands has a positive and significant effect on brand performance in the pharmaceutical industry. The results of testing the second hypothesis showed that the existence of major brands has a positive and significant effect on market performance in the pharmaceutical industry. The results of the third hypothesis test showed that the existence of major brands has a positive and significant effect on business growth in the pharmaceutical industry.