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This research focused on assessing how brand dimensions—specifically perceived quality, perceived value, brand trust, and brand awareness—affect the decision-making process of specialist doctors when it comes to prescribing medications. To meet the objectives of the study, a questionnaire comprising 29 items was created and distributed to a randomly selected group of 295 doctors. Upon data review, it was discovered that 12 questionnaires were not returned, and a few others were incomplete, which accounted for 4% of the total. Thus, the number of valid questionnaires used for analysis was 283, representing 95% of those distributed. A thorough survey method was employed to align with the study’s goals. The primary findings revealed a statistically significant effect of brand dimensions on the prescribing choices of specialist doctors. Additionally, the results indicated that brand awareness exerted the greatest influence on doctors’ prescribing choices, whereas perceived value did not show a statistically significant effect. The researchers recommend improving direct engagement with doctors, recognizing their needs, and offering training and education regarding the significance of perceived value.

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The Impact of the Brand on the Decision of Specialist Doctors in Writing the Prescription

  • 章节

  • 发表日期：

    2026年

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  • Khaled Tawfiq Al-Assaf,
  • Tmador Ahmad Ajweh,
  • Ayman Hindieh

摘要

This research focused on assessing how brand dimensions—specifically perceived quality, perceived value, brand trust, and brand awareness—affect the decision-making process of specialist doctors when it comes to prescribing medications. To meet the objectives of the study, a questionnaire comprising 29 items was created and distributed to a randomly selected group of 295 doctors. Upon data review, it was discovered that 12 questionnaires were not returned, and a few others were incomplete, which accounted for 4% of the total. Thus, the number of valid questionnaires used for analysis was 283, representing 95% of those distributed. A thorough survey method was employed to align with the study’s goals. The primary findings revealed a statistically significant effect of brand dimensions on the prescribing choices of specialist doctors. Additionally, the results indicated that brand awareness exerted the greatest influence on doctors’ prescribing choices, whereas perceived value did not show a statistically significant effect. The researchers recommend improving direct engagement with doctors, recognizing their needs, and offering training and education regarding the significance of perceived value.