This study investigated Effects of Brand Identification Variables on Consumer Perceptions of Branded Pharmaceutical Products in South Eastern Nigeria. The objectives of the study include: to determine the influence of functional brand identification variables on the perception of consumers of pharmaceutical products in Nigeria and to determine the influence of relational brand identification variables on the perception of consumers of pharmaceutical products in Nigeria. Survey research design was used. Convenience sampling techniques was used for selecting the respondents. 200 consumers were selected for study. Convenient sampling technique was used for selecting the respondents. Questionna
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