文章基本信息

标题：Role of brand image and its effect on brand equity in hospitals - A thematic review
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作者：Aswin Sayiram S J ; A. Geetha ; Bhoomadevi 等
期刊名称：International Journal of Early Childhood Special Education
电子版ISSN：1308-5581
出版年度：2022
卷号：14
期号：2
页码：5670-5677
DOI：10.9756/INT-JECSE/V14I2.637
语种：English
出版社：International Journal of Early Childhood Special Education
摘要：Health care is one of the important metrics in assessing performance of health care services. Strong brand equity demonstrated good link with strong attractiveness for people to utilize a product. In the competitive health care sector, the influence of hospital brand image on the attitudes and behavior of patients towards hospitals has become an essential problem. Today, brands play an essential part in marketing strategy and are increasingly considered as important assets and sources of difference, particularly for service organizations. This is especially true for companies that provide a service to their customers. A number of different theoretical frameworks have been offered in an effort to get a better understanding of how customers think about and react to brand images. The aim of this study is to overview role of brand image and its effect on brand equity in hospitals. The service quality, brand image, and brand equity of a hospital may all be significantly improved by focusing on the hospital's brand image. As a result, the study suggested that hospital administrators should work toward developing and preserving a favourable hospital brand image in order to improve the quality of services provided, as well as patient happiness and loyalty. This research also makes a number of recommendations about the development and upkeep of a favourable brand image for hospitals.
关键词：Brand image;brand equity;marketing;healthcare and hospitals