Brand Authenticity in Healthcare

Bibliographic Details
Main Author: Victorino, Guilherme
Publication Date: 2013
Language: eng
Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
Download full: http://hdl.handle.net/10362/177182
Summary: Victorino, G. (2013). Brand Authenticity in Healthcare: conceptualizing authenticity in the private hospital market [abstract]. In 3rd International Consumer Brand Relationship Colloquium Proceeding (pp. 1-32). Rollins College.
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spelling Brand Authenticity in Healthcareconceptualizing authenticity in the private hospital market [abstract]Brand Authenticitypatient-brand relationshiphospital brand managementSDG 3 - Good Health and Well-beingVictorino, G. (2013). Brand Authenticity in Healthcare: conceptualizing authenticity in the private hospital market [abstract]. In 3rd International Consumer Brand Relationship Colloquium Proceeding (pp. 1-32). Rollins College.Purpose: This study aims to explore hospital patients and healthcare professionals beliefs and perceptions on service quality and customer experience and identify elements that contribute to brand authenticity in healthcare. Design/Methodology/Approach: A qualitative study was conducted in 2 private hospitals. A total of 32 healthcare professionals (16 doctors and 16 nurses) were interviewed and 43 patients participated in focus groups discussions. Data were analyzed using qualitative content analysis. Findings: With similar offers in terms of access and quality in the public and private healthcare sector, the empowered consumer navigates in a complex service industry, full of uncertainty when choosing a provider. Authenticity stood out as a distinctive characteristic of healthcare brands and new dimensions of the construct were determined. Implications: Brands play a new role in healthcare relationships as they contribute to increase trust and help consumers to make their decisions. This research is the base for future research to understand its effects over hospital-patient relationship variables and consequently over business value. Originality/Value: There is an opportunity for private hospitals to craft authenticity as a unique characteristic of their brand and service delivery. The perceived risk of lower customer service in the public sector, the increase access through private insurance and probably other variables such as access to information and patient empowerment have an impact on the emergence of authenticity as a strategic asset for consumer-brand relationships in healthcare.Rollins CollegeInformation Management Research Center (MagIC) - NOVA Information Management SchoolNOVA Information Management School (NOVA IMS)RUNVictorino, Guilherme2025-01-08T21:28:58Z2013-092013-09-01T00:00:00Zconference objectinfo:eu-repo/semantics/publishedVersion32application/pdfapplication/pdfhttp://hdl.handle.net/10362/177182engPURE: 105634909info:eu-repo/semantics/openAccessreponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiainstacron:RCAAP2025-01-13T01:44:23Zoai:run.unl.pt:10362/177182Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireinfo@rcaap.ptopendoar:https://opendoar.ac.uk/repository/71602025-05-28T19:39:04.713326Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologiafalse
dc.title.none.fl_str_mv Brand Authenticity in Healthcare
conceptualizing authenticity in the private hospital market [abstract]
title Brand Authenticity in Healthcare
spellingShingle Brand Authenticity in Healthcare
Victorino, Guilherme
Brand Authenticity
patient-brand relationship
hospital brand management
SDG 3 - Good Health and Well-being
title_short Brand Authenticity in Healthcare
title_full Brand Authenticity in Healthcare
title_fullStr Brand Authenticity in Healthcare
title_full_unstemmed Brand Authenticity in Healthcare
title_sort Brand Authenticity in Healthcare
author Victorino, Guilherme
author_facet Victorino, Guilherme
author_role author
dc.contributor.none.fl_str_mv Information Management Research Center (MagIC) - NOVA Information Management School
NOVA Information Management School (NOVA IMS)
RUN
dc.contributor.author.fl_str_mv Victorino, Guilherme
dc.subject.por.fl_str_mv Brand Authenticity
patient-brand relationship
hospital brand management
SDG 3 - Good Health and Well-being
topic Brand Authenticity
patient-brand relationship
hospital brand management
SDG 3 - Good Health and Well-being
description Victorino, G. (2013). Brand Authenticity in Healthcare: conceptualizing authenticity in the private hospital market [abstract]. In 3rd International Consumer Brand Relationship Colloquium Proceeding (pp. 1-32). Rollins College.
publishDate 2013
dc.date.none.fl_str_mv 2013-09
2013-09-01T00:00:00Z
2025-01-08T21:28:58Z
dc.type.driver.fl_str_mv conference object
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/177182
url http://hdl.handle.net/10362/177182
dc.language.iso.fl_str_mv eng
language eng
dc.relation.none.fl_str_mv PURE: 105634909
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 32
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Rollins College
publisher.none.fl_str_mv Rollins College
dc.source.none.fl_str_mv reponame:Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
instname:FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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instname_str FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
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reponame_str Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
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repository.name.fl_str_mv Repositórios Científicos de Acesso Aberto de Portugal (RCAAP) - FCCN, serviços digitais da FCT – Fundação para a Ciência e a Tecnologia
repository.mail.fl_str_mv info@rcaap.pt
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