Investigating the Effect of Perceived Healthcare Products Quality and Brand Image on Brand Usage Moderated by Brand Trust

Purpose: This study aims to investigate the effect of perceived healthcare product quality and brand image on brand usage moderated by brand trust and examining key factors such as labels, symbols, materials and packaging on consumer buying behaviorDesign/Methodology/Approach: A mixed-methods approach combining qualitative and quantitative research techniques was employed to gather data from healthcare product users and analyze their attitudes and behaviors towards perceived product quality and brand image. Surveys was conducted to uncover insights into the impact of various factors on brand usage.Findings: The research indicates that product quality and brand image have positive significant impact on brand usage for health care products. Also, the results show that the brand trust plays an important role in influencing the relationship between product quality (that performance, features and aesthetics), brand image (uniqueness & favorable, strength) and brand usage.Implications / Future research: This research offers valuable insights for healthcare marketers and corporations looking to strengthen their branding strategies and increase brand usage. Future researchers should consider expanding sample sizes, diversifying research subjects, and refining variables to enhance the accuracy and robustness of their findings. This will broaden the scope and applicability of their studies. For corporations, enhancing brand image and trust is crucial. Healthcare product companies and marketers should focus on bolstering brand reputation to ensure their brand is memorable to consumers, thereby increasing consumer intention to use and purchase their products.Originality/Value: This research aims to provide valuable insights into healthcare marketing, aiding healthcare providers in creating more effective brand strategies to attract and retain patients in a competitive market.