TY - JOUR
T1 - Value marketing through corporate reputation
T2 - An empirical investigation of Thai hospitals
AU - Srivoravilai, Nopporn
AU - Melewar, T. C.
AU - Liu, Martin J.
AU - Yannopoulou, Natalia
N1 - Funding Information:
A main questionnaire survey was conducted in Thai private hospitals. The targeted participants of the main survey were a group of customers and managers of all 346 private hospitals, of which a complete directory was obtained from the Medical Registration Division, Department of Health Service Support, Ministry of Public Health (MPH). Methodologically, all private hospitals were included for two reasons: the requirement for the sample size imposed by the chosen analysis techniques (EFA and CFA) and the historical response rates recorded in past research (Powpaka,
PY - 2011/3
Y1 - 2011/3
N2 - 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.
AB - 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.
KW - Corporate reputation
KW - Health industry
KW - Impression management
KW - Institutional theory
KW - Thailand
KW - Value marketing
UR - http://www.scopus.com/inward/record.url?scp=79951890726&partnerID=8YFLogxK
U2 - 10.1080/0267257X.2011.545676
DO - 10.1080/0267257X.2011.545676
M3 - Article
AN - SCOPUS:79951890726
SN - 0267-257X
VL - 27
SP - 243
EP - 268
JO - Journal of Marketing Management
JF - Journal of Marketing Management
IS - 3-4
ER -