医师品牌人格：品牌人格量表的构建

Q3 Business, Management and Accounting

Services Marketing Quarterly Pub Date : 2021-10-25 DOI:10.1080/15332969.2021.1989890

Reza Shafiee, Fahimeh Ansari, Hossein Mahjob

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引用次数: 2

摘要

医疗保健行业的营销人员和医生都越来越关注医疗保健市场的增长和潜在竞争。本研究建立了医师品牌人格(PBP)的理论模型，旨在提出专业医师在提升品牌人格关联时可考虑的适用特质。该量表是通过使用一些清单和项目减少技术，结合解释和验证性因素分析程序开发的。这一发现扩展了之前关于医生的人类品牌和品牌个性的研究，并表明患者将医生视为具有独特品牌个性的人类品牌。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Physicians’ Brand Personality: Building Brand Personality Scale

ABSTRACT Both healthcare industry marketers and physicians have been paying more attention to the growth and potential competition in the healthcare market. This research developed a theoretical model for physician brand personality (PBP), which is intended to present applicable traits that professional physicians could consider for increasing their brand personality associations. This scale was developed through the use of some listing and item reduction techniques in combination with the explanatory and confirmatory factor analysis procedures. The findings extend previous research on human brand and brand personalities of physicians and suggest that patients view physician as a human brand with a unique brand personality.

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来源期刊

Services Marketing Quarterly Business, Management and Accounting-Business, Management and Accounting (miscellaneous)

CiteScore

2.40

自引率

0.00%

发文量

期刊介绍： Services Marketing Quarterly is directed at academicians and practitioners who are involved in the development and application of services marketing concepts to the wide spectrum of industries that constitute the service sector of economies. The journal presents both theoretical and empirical articles including experimental and pilot studies addressing various issues faced by service marketers to enhance the development of the marketing literature in the application of marketing concepts to services. Areas of emphasis include: Service characteristics changes. Servicescape impacts. Service delivery impacts. Services impact on organizational image. Digital service environments and impacts. Evolution of services over time and by industry. Contributions are encouraged which include analysis of existing practice, methods and programs; application of new ideas and methods; and research on various aspects of services marketing. Each manuscript should include the marketing implications of the impact of the findings on services marketing theory and/or practice. Services Marketing Quarterly also welcome proposals for special issues.