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Value marketing through corporate reputation: An empirical investigation of Thai hospitals

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Abstract:

This study examines the value proposition through corporate reputation, as corporate reputation best communicates to consumers and the public the company's value orientation. The research setting for the study was the Thai private hospital industry. A quantitative methodology was employed, using Confirmatory Factor Analysis (CFA) to purify our measurement items and then using regression analysis to test our hypothesis. A model of corporate reputation is proposed, based primarily on a combination of institutional theory, impression management theory, and signalling theory. The study contrasts with most previous studies on this subject, which employ a single approach in researching corporate reputation. Lastly, it explores the implications of corporate reputation with regards to value offering for practitioners and policy makers.

Keywords: Thailand; corporate reputation; health industry; impression management; institutional theory; value marketing

Document Type: Research Article

DOI: http://dx.doi.org/10.1080/0267257X.2011.545676

Affiliations: 1: Dhurakij Pundit University, Thailand 2: Brunel University, UK 3: University of Nottingham, China 4: Nottingham University Business School, UK

Publication date: March 1, 2011

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