|
|
Publication
|
| Research Title |
THE INFLUENCE OF BRAND PERSONALITY ON INTENTION TO USE HOSPITAL SERVICES AND BRAND FAMILIARITY AS A SOURCE OF BRAND PERSONALITY |
| Date of Distribution |
20 December 2015 |
| Conference |
| Title of the Conference |
Business and Social Science Research Conference: Paris 2015 |
| Organiser |
Macrojournals |
| Conference Place |
ESPACE VOCATION PARIS HAUSSMAN SAINT-LAZARE 92, rue Saint-Lazare 75009 |
| Province/State |
Paris, France |
| Conference Date |
20 December 2015 |
| To |
21 December 2015 |
| Proceeding Paper |
| Volume |
Business and Social Science Research Conference: Paris 2015proceeding |
| Issue |
1 |
| Page |
14 |
| Editors/edition/publisher |
Dr. Damir Tokic, |
| Abstract |
Five dimensions of brand personality: sincerity, excitement, competence, sophistication, and ruggedness
(Aaker 1997) can be beneficial in creating identity to hospitals and helping service users differentiate a
hospital brand from others. An attempt to create such identity is made in order to build intention to use
hospital services among patients or service users. Similarly, brand familiarity is a key factor that needs to
be built and developed among service users. Therefore, this research aims to study the influence of five
dimensions of brand personality (Aaker 1997) on intention to use services as well as to examine brand
familiarity as a source of brand personality development. By conducting a survey with 400 research
participants in Thailand, this research has found that excitement is the only dimension which affects
intention to use services. As for brand familiarity, its relationship with four dimensions of brand
personality: sincerity, excitement, competence, and sophistication are identified. These results can serve
as guidelines in designing marketing strategies so as to gain a competitive edge in health-care industry. |
| Author |
|
| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
false |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
2
|
|
|
|
|
|
|
|
|
Journal Publication
ไทย