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

Nopporn Srivoravilai, T. C. Melewar, Martin J. Liu, Natalia Yannopoulou

Research output: Journal PublicationArticlepeer-review

23 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)243-268
Number of pages26
JournalJournal of Marketing Management
Issue number3-4
Publication statusPublished - Mar 2011


  • Corporate reputation
  • Health industry
  • Impression management
  • Institutional theory
  • Thailand
  • Value marketing

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


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