The effect of brand management practices on brand equity perception and brand preference in hospitals

The aim of the research is to determine the direct effect of brand management practices on patients ' perception of brand equity and hospital preference, also indirect effect of brand management practices on hospital preference through brand equity elements. For this purpose, a survey was conducted and 500 valid questionnaires were obtained by means of an easy sampling method for people who have received health services from hospitals in Istanbul and Ankara provinces. Firstly, it was carried out reliability analysis of the scale with Cronbach's Alpha, validity test of scale with exploratory and confirmatory factor analysis and according to the results, some variables were removed from scale. Then, hypothesis testing was carried out with structural equation model. 12 of 24 hypothesis about direct effect of brand management practices on patients ' perception of brand equity; all of 3 hypothesis about direct effect of brand equity elements on hospital preference, 4 of 6 hypothesis about indirect effect of brand management practices on hospital preference are accepted. According to research results; On perceived quality; distribution-promotion, physical evidence, service provider/human and process have effected On Brand association/awareness; distribution-promotion, physical evidence, service provider human have effected On brand loyalty; price, physical evidence, service provider /human have effected On Brand preference; price, process, perceived quality, brand loyalty, brand awareness/associations have effected directly; price, distribution, promotion, physical evidence service provider /human have effected through dimensions of brand equity, indirectly. According to this results, hospital administrators can invest in the most effective marketing applications on the relevant dimension by benefiting from the research results if they need improvement in the dimensions of brand equity Key words: Hospital Brand Equity, Hospital Brand Management, Brand Preference, Service Brand, Structural Equaiton Model