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

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.