Understanding the Top of the Mind Awareness/Brand Preference Congruence in Prospective Hospital Patients through Discriminant Analysis of Aaker’s Brand Equity Model

Abstract

This study was carried on to understand the influence of the assets of brand equity which are brand awareness, perceived quality, brand association and brand loyalty on the Top of the Mind Awareness/Brand Preference (TOMA/ BP) congruence of a multi-speciality hospital. According to Aaker’s theory these assets are linked to the brand and add value to the product or service offered. The TOMA/BP congruence refers to a relationship which exists between the Top of the Mind Awareness and Brand Preference and tries to answer the question: Is the hospital which comes first to a patient’s mind the one they prefer to attend. For this study TOMA refers to the first hospital that comes to a patient’s mind due to his/her exposure to some branding activity of the hospital. Brand Preference referred to the hospital the patient would attend in case a need arises. Having TOMA doesn’t necessarily require the patient to have BP and hence this study was crucial. Three hypotheses tested whether the assets of brand equity had a relationship with a prospective patient’s TOMA/BP congruence. They were after conducting a primary research in Coimbatore city. Statistical analysis using SPSS indicated that incorporation of Aaker’s brand equity model would be significant in predicting the prospective patient’s brand choice of attending hospitals.