Home           Contact us           FAQs           
 
   Journal Page   |   Aims & Scope   |   Author Guideline   |   Editorial Board   |   Search
    Abstract
2013 (Vol. 6, Issue: 20)
Article Information:

Investigating of Brand Equity on Hospital Image

Maryam Karbalaei, Aref Abdi, Reza Malmir, Hamed Dehghanan, Sahand Pirnejad and Shirin Jafari
Corresponding Author:  Maryam Karbalaei 

Key words:  Brand awareness, brand loyalty, trust, , , ,
Vol. 6 , (20): 3888-3894
Submitted Accepted Published
January 22, 2013 March 02, 2013 November 10, 2013
Abstract:

This study identifies five factors that influence the creation of brand equity through successful customer relationships: trust, customer satisfaction, relationship commitment, brand loyalty and brand awareness. An empirical test of the relationships among these factors suggests that hospitals can be successful in creating image and positive brand equity if they can manage their customer relationships well. The subjects were 318 customers of hospitals in Tehran area. Structural Equation Modeling (SEM) with Lisrel software was used for the data analysis. Results from the research hypothesis testing suggest the following information. First, the study found that trust, customer satisfaction and relationship commitment all had a positive influence on brand loyalty and brand awareness. And brand equity, trust, customer satisfaction and relationship commitment also had a significant positive influence on hospital image. All of hypothesis is supported.
Abstract PDF HTML
  Cite this Reference:
Maryam Karbalaei, Aref Abdi, Reza Malmir, Hamed Dehghanan, Sahand Pirnejad and Shirin Jafari, 2013. Investigating of Brand Equity on Hospital Image.  Research Journal of Applied Sciences, Engineering and Technology, 6(20): 3888-3894.
    Advertise with us
 
ISSN (Online):  2040-7467
ISSN (Print):   2040-7459
Submit Manuscript
   Current Information
   Sales & Services
   Contact Information
  Executive Managing Editor
  Email: admin@maxwellsci.com
  Publishing Editor
  Email: support@maxwellsci.com
  Account Manager
  Email: faisalm@maxwellsci.com
  Journal Editor
  Email: admin@maxwellsci.com
  Press Department
  Email: press@maxwellsci.com
Home  |  Contact us  |  About us  |  Privacy Policy
Copyright © 2009. MAXWELL Science Publication, a division of MAXWELLl Scientific Organization. All rights reserved