This paper aims to look at the pharmaceutical market of Vietnam by studying the people’s brand awareness, brand loyalty, perceived quality and preferences toward COO of branded drugs available in the Ho Chi Ming City. Results show that Vietnamese, unlike Americans (as in Quelch’s (1997) Aspirin experiment), tend not be biased by brands but rather the COO, implying a very different market than some of its Asian neighbors. | Country of origin, brand image and brand loyalty of branded drugs in Ho Chi Minh city, Vietnam
