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Department of Business Management, Persian Gulf University, Bushehr, Iran , (majidesmailpour@yahoo.com)
Abstract:   (106 Views)

Introduction: Today, brands are a strategic requirement for organizations that help them create value for customers and create sustainable competitive advantage. Creating a strong brand on the market is the key to many organizations. Brand image is one of the factors that adds to brand strength and value. The purpose of this study was to explain the factors affecting brand image of Salman-e-Fars Bushehr Hospital with the role of special brand value intermediary.
Materials and Methods: The present study was applied in a descriptive and correlational manner. Data collectied via a questionnaire. The statistical population of the study consisted of patients in Salman-e Fars hospital. Data were collected in October 2013. A total of 385 questionnaires were randomly distributed among patients in Salman Fars city Hospital in Bushehr. Finally, the data were analyzed using descriptive statistics and structural equation modeling with SPSS software.
Results: The research findings showed that brand equity has a positive and significant effect on brand image of Salman Farsi Hospital. Brand awareness, brand trust, brand reputation, brand personality, commitment to relationship, customer satisfaction and brand loyalty have a positive and significant effect on brand equity of Salman-e Fars Hospital.
Conclusion: According to the findings of the study, the effect of brand awareness, brand trust, brand reputation, brand personality, commitment to relationship, customer satisfaction and brand loyalty on the increase of brand equity of the hospital and the subsequent creation of a positive image of the hospital, Hospitals can increase their marketing efforts by increasing the benefits of hospital patients and the independence of doctors to create brand image, brand loyalty, and brand equity.

     
Type of Study: Research | Subject: Special
Received: 2018/12/3 | Revised: 2019/04/22 | Accepted: 2019/02/16 | ePublished ahead of print: 2019/03/9

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