Publication type: Article in scientific journal
Type of review: Peer review (publication)
Title: Value marketing through corporate reputation : an empirical investigation of Thai hospitals
Authors: Srivoravilai, Nopporn
Melewar, T. C.
Liu, Martin J.
Yannopoulou, Natalia
DOI: 10.1080/0267257X.2011.545676
Published in: Journal of Marketing Management
Volume(Issue): 27
Issue: 3-4
Pages: 243
Pages to: 268
Issue Date: 2011
Publisher / Ed. Institution: Routledge
ISSN: 0267-257X
Language: English
Subjects: Value marketing; Corporate reputation; Health industry; Institutional theory; Impression management; Thailand
Subject (DDC): 658.8: Marketing management
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.
Fulltext version: Published version
License (according to publishing contract): Licence according to publishing contract
Departement: School of Management and Law
Appears in Collections:Publikationen School of Management and Law

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