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Keywords: PLS-SEM
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Journal Articles
Marketing drivers of medical device selection: the mediating role of surgeon training in suburban Tier II Indian health-care markets
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing 1–30.
Published: 14 April 2026
... 2025 14 09 2025 28 11 2025 08 01 2026 02 03 2026 © 2026 Emerald Publishing Limited 2026 Emerald Publishing Limited Licensed re-use rights only Medical devices Device selection Surgeon training Marketing drivers PLS-SEM Emerging markets Marketing...
Journal Articles
What helps in enhancing pharma sales? Interplay between technology and human interaction
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2026) 20 (2): 311–329.
Published: 08 September 2025
... snowball sampling. For the quantitative phase PLS-SEM was applied on 215 responses to measure the relationship between salesforce technology adoption, physician–salesperson interaction effectiveness, field sales process effectiveness and sales performance along with moderating role of education level...
Journal Articles
Leveraging corporate reputation to drive patient loyalty: Strategic insights into intangible assets in Germany’s SARS-CoV-2 vaccine market
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2026) 20 (1): 193–214.
Published: 04 September 2025
... Limited 2025 Emerald Publishing Limited Licensed re-use rights only Patient loyalty Corporate reputation SARS-COV-2 vaccines Biopharma PLS-SEM Germany By July 2024, 197 million SARS-CoV-2 vaccine doses had been administered in Germany, covering 78.1% of the population with at least...
Journal Articles
Assessing the mediating role and multiple group analysis in physicians’ habit persistence toward prescribing behavior using SmartPLS software
Available to PurchaseMohsen Ali Murshid, Zurina Mohaidin, Mohammad Zayed, Mohammed Alawi Al-Sakkaf, Mohammed A. Al-Hakimi
International Journal of Pharmaceutical and Healthcare Marketing (2023) 17 (4): 609–633.
Published: 08 September 2023
... and prescribing behavior. Brand attributes Drug promotion Habit persistence Mediation assessment Prescribing behavior PLS-SEM MGA Mohsen Ali Murshid can be contacted at: mohsen092@gmail.com 14 07 2022 13 02 2023 16 08 2023 © Emerald Publishing Limited 2023 Emerald...
Journal Articles
Attitude towards pharmaceutical promotional tools and its influence on physicians’ prescribing behaviour in Sudan
Available to Purchase
International Journal of Pharmaceutical and Healthcare Marketing (2022) 16 (4): 469–489.
Published: 22 June 2022
... private and 50 public hospitals in Sudan. The data set from the questionnaire survey included both general practitioners (N = 200) and specialists (N = 155). Primary data gathered were analysed using partial least squares structural equation modelling (PLS-SEM). Findings The findings...
