Research Article
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THE EFFECT OF BRAND MANAGEMENT PRACTICES ON PATİENT’S BRAND EQUITY PERCEPTION AND HOSPITAL PREFERENCE

Year 2020, Volume: 5 Issue: 2, 145 - 169, 31.08.2020
https://doi.org/10.31201/ijhmt.789049

Abstract

Aim- It was aimed to examine the effect of brand management practices on patients’ brand equity perception and hospital preference.
Methodology- Data were collected by using a convenience sampling method from 500 participants. Cronbach’s alpha coefficient, factor analysis, and structural equation modeling were performed to analyze internal consistency, construct validity and hypothesis test.
Findings:
This study has shown that; “price” affects brand loyalty and brand preference; “distribution-promotion” affects perceived quality and brand awareness/ association; “physical evidence”, and “people” affect all brand equity dimensions; “process” affects perceived quality and brand preference. All “brand equity dimensions” have an effect on brand preference. Brand management practices have also an indirect effect on brand preference except “price promotion” and “process”.
Research limitations/Recommendations- The current study is limited by hospitals in İstanbul and Ankara. Further research could be done in different places and with more participants. Also, distribution-promotion structure could be examined separate structure by adding new variables.
Practical İmplications- The findings provide insight for hospital managers and marketing managers to improve their hospital’s brand equity productively.
Originality- In the literature, some studies can be found on hospital brand or hospital preference. However, studies that were previously carried out reviewed partially of brand management practices or brand equity dimensions. This study looks holistic perspective. For this reason, this study aims to fill in the gap in the literature to provide holistic insight.
Keywords- Hospital Brand Equity, Brand Preference, Service Brand, Structural Equation Modeling.

References

  • Aaker, D. (1991) . Managing Brand Equity. USA: The Free Press.
  • Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California Managment Review, 102-120.
  • Aditi, B., Hafizah, & Muda, İ. (2019). The Effect of Services, Price Discount and Brand Equity on Consumer Purchase Decisions in Go-Jek a Technology Start-up Transport. Academic Journal of Economic Studies, 21-31.
  • Aghaei, M., Vahedi, E., Kahreh , M., & Pirooz, M. (2014). An examination of the relationship between Services Marketing Mix and Brand Equity Dimensions. Procedia - Social and Behavioral Sciences, 865-869.
  • Andriopoulos, C., & Gotsi, M. (2000). Benchmarking brand management in the creative industry. Benchmarking: An International Journal, 7, 360-372.
  • Bayram, N. (2010). Introduction to Structural Equation Modeling and Amos Applications. İstanbul: Ezgi Publishing House.
  • Beavers, A., Lounsbury, J., Richards, J., Huck, S., Skolits, G., & Esquivel, S. (2013). Practical Considerations for Using Exploratory Factor Analysis in Educational Research. Practical Assessment, Research & Evaluation, 18, 1-13.
  • Bitner, M. (1990). Evaluating Service Encounters The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82.
  • Bravo, G., Fraj, A., & Martinez, S. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16, 188-199.
  • Charanah, J., & Njuguna, R. K. (2015). The Effects Of Promotional Mix Tools On Brand Equity Among Hospitals In Nairobi County. International Journal of Sales, Retailing and Market, 4, 45-51.
  • Chattopadhyay, T., Shivan, S., & Krishnan, M. (2010). Marketing Mix Elements Influencing Brand Equity and Brand Choice. Vikalpa, 35, 67-84.
  • Chen, C.-F., & Chang, Y.-Y. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of Air Transport Management, 14, 40-42.
  • Christodoulides, G., Cadogan, J., & Veloutsou, C. (2015). Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32, 307-328.
  • Cobb-Walgren, C., Ruble, C., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24, 25-40.
  • Cottler, P., & Pfoertsch, W. (2006). B2B Brand Management. Berlin: Springer.
  • Çapık, C. (2014). Use of Confirmatory Factor Analysis in Validity and Reliability Studies. Journal of Anadolu Nursing and Health Science, 17, 196-205.
  • Daosue, C., & Wanarat, S. (2019). The Effects Of Advertising and Sales Promotion On Brand Awareness For a Food Product Brans In Wholesale Shops, Bangok And Metropolitan Areas . ABAC Journal, 57-75.
  • DeGeeter, M. (2009, 12). Changing perception: Hospital brand as a design Strategy. Retrieved 10 September, 2017 Healthcare Design: https://www.healthcaredesignmagazine.com/architecture/changing-perception-hospital-brand-design-strategy/
  • Demir, E., Saatçioğlu, Ö., & İmrol, F. (2016). Investigation of Educational Research Published in International Journals in Terms of Normality Assumptionsi. Curr Res Educ, 2, 130-148.
  • Dharmesh,, M., & Devendra, S. (2014). Factors Affecting Patients’ Decision. Strategii Manageriale, 5-10.
  • Efanny, V., Haryanto, J., Kahif, M., & Vidyanto, H. A. (2018). The relationship between marketing mix and retailer-perceived brand equity. IMP Journal, 192-208.
  • Field, R., Bergiel, B., Giesen , J., & Field, C. (2012). Branding: perceptual effects on consumer evaluations. Competitiveness Review: An International Business Journal, 22, 251-260.
  • Graver, M., & Mentezer, J. (1999). Logistics Research Methods:Employing Structural Equation Modeling To Test for Construct Validity. Journal of Business Logistics, 20, 33-57.
  • Hilal, M. M. (2019). The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka. International Journal of Innovative Technology and Exploring Engineering, 249-259.
  • Hoon, K., Kang Sik, K., Dong Yul, K., Jong Ho, K., & Suk hou, K. (2008). Brand equity in hospital marketing. Journal of Business Research , 75-82.
  • Hussey, P., Wertheimer, S., & Mehrotra, A. (2013). The Association Between Health Care Quality and Cost . Annals of Internal MEdicine, 27-35. .
  • Jung, J., & Sung, E. (2008). Consumer-based brand equity Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12, 24-35.
  • Karafakıoğlu, M. (1998). Healthcare Marketing, Dönence Pyblishing House, İstanbul
  • Karbalaei, M., Abdi, A., Malmir, R., Dehghanan, H., Pirnejad, S., & Jafari, S. (2013). Investigating of Brand Equity on Hospital Image. Research Journal of Applied Sciences, Engineering and Technology, 6, 3888-3894.
  • Kayaman, R., & Araslı, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality: An International Journal, 17, 92-109.
  • Keller, K. L. (2012). Strategic Brand Management Building, Measuring and Managing Brand Equity, 4th Edition. USA: Prentice Hall.
  • Kemp, E., Ravi, J., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28, 126 - 137.
  • Kim, W., & Kim, H.-B. (2004). Measuring Customer based Restaurant Brand Equity. Cornell Hotel and Restaurant Administration Quarterly, 45, 115-131.
  • Kurtuluş, K. (2010). Research Methods, Türkmen Bookstand, İstanbul.
  • Latha, R. (2016). Service Based Brand Equity And Its Impact On Brand Preferences And Purchase Intention:A Study Of Customers Of Health Insurance In Thanjavur District. International Jurnal Of Research In Commerce and Management, 7, 47-53.
  • Mangini, M. K. (2002) Branding 101. Marketing Health Services, 22, 20-23. Maruyama, G. (1997). Basics Of Structual Equation Modeling. USA: SAGE Publications.
  • Mehvish, U., & Sohnia, S. (2019). The Role of Price and Promotion in Creating Brand Equity Leading To Brand Love. Lahore Journal of Business, 1.
  • Myers, C. (2003). Managing Brand Equity: A Look at The İmpact of Attributes. Journal of Product and Management, 12, 39-51.
  • Napirah, M., Rau, M., & Hadijah. (2016). The Relationship Between Marketing Mix and Patient Loyalty. Public Health of Indonesia, 125-137.
  • Nazari, M., Mira, S., & Esmaiely, S. (2018). The Relationship between Price Promotion and Customer-Based Brand Equity Case Study: Travel Agencies of Tehran. Muṭāli̒āt-i Mudīriyyat-i Gardishgarī, 57-82.
  • Prabowo, H., & Sriwidadi, T. (2019). The Effect of Marketing Mix toward Brand Equity at Higher Education Institutions: A Case Study in BINUS Online Learning Jakarta. Pertenika Journals, 1609 - 1616.
  • Shrout, P., & Bolger, N. (2002). Mediation in Experimental and Nonexperimental Studies:New Procedures and Recommendations. Psychological Methods, 7, 422-445.
  • Siwa Wunu, L., Alhabsji, T., Notosubroto, S., & Kusumawati, A. (2018). Effects Of Intensıve Dıstrıbutıon And Sales Promotıon On Corporate Image And Consumer-Based Brand Equıty: A Study On Suzukı Car Consumers Of Pt. Surya Batara Mahkota, East Nusa Tenggara, Indonesıa. Russian Journal of Agricultural & Socio-Economic Sciences, 172-184.
  • Soleimani, A., & Sedaghat, S. (2016). Advertising And Sales Promotion Effects On Brand Equity: A Case Study Of Iran Insurance Company. Ng-Journal of Social Development, , 204-217.
  • Sreenivas, T., Srinivasarao, B., & Srinivasa Rao, U. (2013). An Analysis On Marketing Mix in Hospitals. International Journal of Advanced Research in Management and Social Sciences, 2, 187-207.
  • Tengilimoğlu, D. (2000). Marketing Mix Elements in Health Care Marketing. Ankara University, Journal of Health Science Faculty , 55, 187-202.
  • Tengilimoğlu, D. (2001). Factors Affecting To Hospital Preference: A Case Study . Gazi University Journal of İİBF , 1, 85-98.
  • Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity:empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18, 262-271.
  • Turkey Statistical Office. (2015), Turkey Statistical Office: Main Statistics, Retrieved 10 September, 2017 http://tuik.gov.tr/UstMenu.do?metod=temelist
  • Tüfekçi, N., & Asığbulmuş, H. (2016). The Factors Affecting Patient Satisfaction and Patient Preference: An Example of Isparta Province . Journal of Current Researches on Health Sector, 6, 71-92.
  • Vijande, M., Lanza, A., Álvarez, L., & Martín, A. (2011). The brand management system and service firm competitiveness. Journal of Business Research, 66, 148-157.
  • Villarejo Ramos, A. F., & Sanchez Franko, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Brand Management, 431–444.
  • Vinh, T., & Huy, L. (2016). The Relationships among Brand Equity, Brand Preference and Purchase İntention: Empiricial Evidence from the Motorbyke Market in Vietnam. International Journal of Economics and Finance, 8, 75-84.
  • Vita, E., Jony, H., Muhammad, K., & Hanif Adinugroho, V. (2018). The relationship between marketing mix and retailer-perceived brand equity. IMP Journal, 192-208.
  • Völckner, F., & Hofmann, J. (2007). The price-perceived quality relationship:A meta-analytic review and assessment of its determinants. Marketing Letters, 18, 181-196. Washburn, J., & Plank, R. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10, 46-62.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal Of Business Research, 52, 1-14.
  • Yoo, B., Donthu , N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 195-2011.
Year 2020, Volume: 5 Issue: 2, 145 - 169, 31.08.2020
https://doi.org/10.31201/ijhmt.789049

Abstract

References

  • Aaker, D. (1991) . Managing Brand Equity. USA: The Free Press.
  • Aaker, D. (1996). Measuring Brand Equity Across Products and Markets. California Managment Review, 102-120.
  • Aditi, B., Hafizah, & Muda, İ. (2019). The Effect of Services, Price Discount and Brand Equity on Consumer Purchase Decisions in Go-Jek a Technology Start-up Transport. Academic Journal of Economic Studies, 21-31.
  • Aghaei, M., Vahedi, E., Kahreh , M., & Pirooz, M. (2014). An examination of the relationship between Services Marketing Mix and Brand Equity Dimensions. Procedia - Social and Behavioral Sciences, 865-869.
  • Andriopoulos, C., & Gotsi, M. (2000). Benchmarking brand management in the creative industry. Benchmarking: An International Journal, 7, 360-372.
  • Bayram, N. (2010). Introduction to Structural Equation Modeling and Amos Applications. İstanbul: Ezgi Publishing House.
  • Beavers, A., Lounsbury, J., Richards, J., Huck, S., Skolits, G., & Esquivel, S. (2013). Practical Considerations for Using Exploratory Factor Analysis in Educational Research. Practical Assessment, Research & Evaluation, 18, 1-13.
  • Bitner, M. (1990). Evaluating Service Encounters The Effects of Physical Surroundings and Employee Responses. Journal of Marketing, 54, 69-82.
  • Bravo, G., Fraj, A., & Martinez, S. (2007). Family as a source of consumer-based brand equity. Journal of Product & Brand Management, 16, 188-199.
  • Charanah, J., & Njuguna, R. K. (2015). The Effects Of Promotional Mix Tools On Brand Equity Among Hospitals In Nairobi County. International Journal of Sales, Retailing and Market, 4, 45-51.
  • Chattopadhyay, T., Shivan, S., & Krishnan, M. (2010). Marketing Mix Elements Influencing Brand Equity and Brand Choice. Vikalpa, 35, 67-84.
  • Chen, C.-F., & Chang, Y.-Y. (2008). Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs. Journal of Air Transport Management, 14, 40-42.
  • Christodoulides, G., Cadogan, J., & Veloutsou, C. (2015). Consumer-based brand equity measurement: lessons learned from an international study. International Marketing Review, 32, 307-328.
  • Cobb-Walgren, C., Ruble, C., & Donthu, N. (1995). Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising, 24, 25-40.
  • Cottler, P., & Pfoertsch, W. (2006). B2B Brand Management. Berlin: Springer.
  • Çapık, C. (2014). Use of Confirmatory Factor Analysis in Validity and Reliability Studies. Journal of Anadolu Nursing and Health Science, 17, 196-205.
  • Daosue, C., & Wanarat, S. (2019). The Effects Of Advertising and Sales Promotion On Brand Awareness For a Food Product Brans In Wholesale Shops, Bangok And Metropolitan Areas . ABAC Journal, 57-75.
  • DeGeeter, M. (2009, 12). Changing perception: Hospital brand as a design Strategy. Retrieved 10 September, 2017 Healthcare Design: https://www.healthcaredesignmagazine.com/architecture/changing-perception-hospital-brand-design-strategy/
  • Demir, E., Saatçioğlu, Ö., & İmrol, F. (2016). Investigation of Educational Research Published in International Journals in Terms of Normality Assumptionsi. Curr Res Educ, 2, 130-148.
  • Dharmesh,, M., & Devendra, S. (2014). Factors Affecting Patients’ Decision. Strategii Manageriale, 5-10.
  • Efanny, V., Haryanto, J., Kahif, M., & Vidyanto, H. A. (2018). The relationship between marketing mix and retailer-perceived brand equity. IMP Journal, 192-208.
  • Field, R., Bergiel, B., Giesen , J., & Field, C. (2012). Branding: perceptual effects on consumer evaluations. Competitiveness Review: An International Business Journal, 22, 251-260.
  • Graver, M., & Mentezer, J. (1999). Logistics Research Methods:Employing Structural Equation Modeling To Test for Construct Validity. Journal of Business Logistics, 20, 33-57.
  • Hilal, M. M. (2019). The Effects of Services Marketing Mix Elements on Brand Equity and Customer Response of Tourists Hotels in the East Coast of Sri Lanka. International Journal of Innovative Technology and Exploring Engineering, 249-259.
  • Hoon, K., Kang Sik, K., Dong Yul, K., Jong Ho, K., & Suk hou, K. (2008). Brand equity in hospital marketing. Journal of Business Research , 75-82.
  • Hussey, P., Wertheimer, S., & Mehrotra, A. (2013). The Association Between Health Care Quality and Cost . Annals of Internal MEdicine, 27-35. .
  • Jung, J., & Sung, E. (2008). Consumer-based brand equity Comparisons among Americans and South Koreans in the USA and South Koreans in Korea. Journal of Fashion Marketing and Management, 12, 24-35.
  • Karafakıoğlu, M. (1998). Healthcare Marketing, Dönence Pyblishing House, İstanbul
  • Karbalaei, M., Abdi, A., Malmir, R., Dehghanan, H., Pirnejad, S., & Jafari, S. (2013). Investigating of Brand Equity on Hospital Image. Research Journal of Applied Sciences, Engineering and Technology, 6, 3888-3894.
  • Kayaman, R., & Araslı, H. (2007). Customer based brand equity: evidence from the hotel industry. Managing Service Quality: An International Journal, 17, 92-109.
  • Keller, K. L. (2012). Strategic Brand Management Building, Measuring and Managing Brand Equity, 4th Edition. USA: Prentice Hall.
  • Kemp, E., Ravi, J., & Becerra, E. (2014). Healthcare branding: developing emotionally based consumer brand relationships. Journal of Services Marketing, 28, 126 - 137.
  • Kim, W., & Kim, H.-B. (2004). Measuring Customer based Restaurant Brand Equity. Cornell Hotel and Restaurant Administration Quarterly, 45, 115-131.
  • Kurtuluş, K. (2010). Research Methods, Türkmen Bookstand, İstanbul.
  • Latha, R. (2016). Service Based Brand Equity And Its Impact On Brand Preferences And Purchase Intention:A Study Of Customers Of Health Insurance In Thanjavur District. International Jurnal Of Research In Commerce and Management, 7, 47-53.
  • Mangini, M. K. (2002) Branding 101. Marketing Health Services, 22, 20-23. Maruyama, G. (1997). Basics Of Structual Equation Modeling. USA: SAGE Publications.
  • Mehvish, U., & Sohnia, S. (2019). The Role of Price and Promotion in Creating Brand Equity Leading To Brand Love. Lahore Journal of Business, 1.
  • Myers, C. (2003). Managing Brand Equity: A Look at The İmpact of Attributes. Journal of Product and Management, 12, 39-51.
  • Napirah, M., Rau, M., & Hadijah. (2016). The Relationship Between Marketing Mix and Patient Loyalty. Public Health of Indonesia, 125-137.
  • Nazari, M., Mira, S., & Esmaiely, S. (2018). The Relationship between Price Promotion and Customer-Based Brand Equity Case Study: Travel Agencies of Tehran. Muṭāli̒āt-i Mudīriyyat-i Gardishgarī, 57-82.
  • Prabowo, H., & Sriwidadi, T. (2019). The Effect of Marketing Mix toward Brand Equity at Higher Education Institutions: A Case Study in BINUS Online Learning Jakarta. Pertenika Journals, 1609 - 1616.
  • Shrout, P., & Bolger, N. (2002). Mediation in Experimental and Nonexperimental Studies:New Procedures and Recommendations. Psychological Methods, 7, 422-445.
  • Siwa Wunu, L., Alhabsji, T., Notosubroto, S., & Kusumawati, A. (2018). Effects Of Intensıve Dıstrıbutıon And Sales Promotıon On Corporate Image And Consumer-Based Brand Equıty: A Study On Suzukı Car Consumers Of Pt. Surya Batara Mahkota, East Nusa Tenggara, Indonesıa. Russian Journal of Agricultural & Socio-Economic Sciences, 172-184.
  • Soleimani, A., & Sedaghat, S. (2016). Advertising And Sales Promotion Effects On Brand Equity: A Case Study Of Iran Insurance Company. Ng-Journal of Social Development, , 204-217.
  • Sreenivas, T., Srinivasarao, B., & Srinivasa Rao, U. (2013). An Analysis On Marketing Mix in Hospitals. International Journal of Advanced Research in Management and Social Sciences, 2, 187-207.
  • Tengilimoğlu, D. (2000). Marketing Mix Elements in Health Care Marketing. Ankara University, Journal of Health Science Faculty , 55, 187-202.
  • Tengilimoğlu, D. (2001). Factors Affecting To Hospital Preference: A Case Study . Gazi University Journal of İİBF , 1, 85-98.
  • Tong, X., & Hawley, J. (2009). Measuring customer-based brand equity:empirical evidence from the sportswear market in China. Journal of Product & Brand Management, 18, 262-271.
  • Turkey Statistical Office. (2015), Turkey Statistical Office: Main Statistics, Retrieved 10 September, 2017 http://tuik.gov.tr/UstMenu.do?metod=temelist
  • Tüfekçi, N., & Asığbulmuş, H. (2016). The Factors Affecting Patient Satisfaction and Patient Preference: An Example of Isparta Province . Journal of Current Researches on Health Sector, 6, 71-92.
  • Vijande, M., Lanza, A., Álvarez, L., & Martín, A. (2011). The brand management system and service firm competitiveness. Journal of Business Research, 66, 148-157.
  • Villarejo Ramos, A. F., & Sanchez Franko, M. J. (2005). The impact of marketing communication and price promotion on brand equity. Brand Management, 431–444.
  • Vinh, T., & Huy, L. (2016). The Relationships among Brand Equity, Brand Preference and Purchase İntention: Empiricial Evidence from the Motorbyke Market in Vietnam. International Journal of Economics and Finance, 8, 75-84.
  • Vita, E., Jony, H., Muhammad, K., & Hanif Adinugroho, V. (2018). The relationship between marketing mix and retailer-perceived brand equity. IMP Journal, 192-208.
  • Völckner, F., & Hofmann, J. (2007). The price-perceived quality relationship:A meta-analytic review and assessment of its determinants. Marketing Letters, 18, 181-196. Washburn, J., & Plank, R. (2002). Measuring Brand Equity: An Evaluation of a Consumer-Based Brand Equity Scale. Journal of Marketing Theory and Practice, 10, 46-62.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal Of Business Research, 52, 1-14.
  • Yoo, B., Donthu , N., & Lee, S. (2000). An Examination of Selected Marketing Mix Elements and Brand Equity. Journal of the Academy of Marketing Science, 28, 195-2011.
There are 57 citations in total.

Details

Primary Language English
Journal Section Makaleler
Authors

Özgül Özkoç This is me 0000-0001-5105-4007

Emrah Cengiz This is me 0000-0001-6524-7563

Publication Date August 31, 2020
Submission Date June 11, 2020
Acceptance Date August 31, 2020
Published in Issue Year 2020 Volume: 5 Issue: 2

Cite

APA Özkoç, Ö., & Cengiz, E. (2020). THE EFFECT OF BRAND MANAGEMENT PRACTICES ON PATİENT’S BRAND EQUITY PERCEPTION AND HOSPITAL PREFERENCE. International Journal of Health Management and Tourism, 5(2), 145-169. https://doi.org/10.31201/ijhmt.789049