L'influence du capital marque sur le risque perçu de la substitution d'un médicament de marque par un médicament générique : proposition d'un modèle

Face generics laboratories that develop important communication campaigns to increase brand awareness and build a reputation, innovative laboratories are experiencing growing difficulties to extend the life of their original drugs. In this context, brands' equity (brand of innovative drug vs brand of generic) may be considered as a moderator of the risk perceived face of substitution. Based on a review of the literature on the determinants to the purchase of generic drugs and a qualitative study among patients-consumers, we propose a model integrating the comparison of the brands' equity as a moderating variable of the risk perceived towards substitution