Brand Authenticity and Consumer Trust in Vietnamese Pharmaceutical Industry Post-Covid-19

Abstract

This study examines the role of brand authenticity in shaping consumer trust in pharmaceutical brands in Vietnam after the Covid-19 pandemic. Based on Signaling Theory and the Consumer Trust Model, the study surveyed 533 consumers and used PLS-SEM for analysis. The results showed that transparency and ethical commitment were the factors that most strongly influenced trust. Multi-group analysis showed that this influence increased significantly in the post-pandemic context. The study contributes to the theory of brand authenticity by extending its application to the pharmaceutical sector in emerging markets. The study provides managerial implications to help brand managers, pharmaceutical companies, and health policy makers develop appropriate communication strategies, while emphasizing transparency and ethics to maintain trust in a high-risk business environment.