| Summary: | 碩士 === 中華大學 === 經營管理研究所 === 96 === The brand is a kind of idea and image. It also represents the quality of the products and the acceptance by consumers. A strong brand offered not only the advantage of the competition but also the marketing contribution. In medical service industry, when they offered the service, they concerned about the physical and psychological way of the human life. The interaction among the situation is complicated, and is quite different with other products and service. We reviewed previous studies about the relationship among brand image, brand equity, and consumer response, especially in medical industry. We also try to find out the relationship between the patient-visited and the hospital image.
We collected the data from out patient in regional hospital and medical centers, and analyzed by correlation analysis and structural equation model. The results show the positive relationship between brand image and brand equity. And the factors of functional image and experimental image share the same importance in brand image. The study also found that brand equity significantly influenced consumer response positively. And the factors of perceived quality and brand loyalty share the same importance in brand equity. Besides we found word of mouth is the most effective and important way for consumer response. But the brand image is unable to influence consumer response directly, and need through brand equity intermediation to influence customer.
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