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ABSTRACT
The main purpose of this study is to investigate the antecedents and outcomes of brand equity in the private healthcare organization based on the Brand Equity Model by Aaker. Using a self-administered survey, convenience sampling was adopted to collect the data. Through intercepts, a total of 271 completed surveys were obtained and proceed for data analysis using SPSS and Smart PLS. There are six antecedents of brand equity proposed in this study. Out of them, three hypotheses are supported. Precisely, perceived quality, brand loyalty, and brand attitude have positively and significantly impacted brand equity. Unpredictably, another three antecedents, namely, the brand image, brand awareness and brand associated have not shown any relationship with brand equity. For the outcome of brand equity, it was confirmed from this study that brand equity positively affects the purchase intention towards health services of Penang private healthcare organizations. This study seeks to address the healthcare services of Penang private healthcare organizations from the brand equity perspectives. There is scant attention that focused on the antecedents and outcomes of brand equity in particular on healthcare. This study attempts to provide significant insights into the marketing of healthcare from the brand equity perspectives.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Additional information
Notes on contributors
Cheng-Hun Fong
Fong Cheng Hun is an MBA student in the Graduate School of Business at Universiti Sains Malaysia. Her research interest is in healthcare branding.
Yen-Nee Goh
Goh Yen Nee (DBA) is a Senior Lecturer in the Graduate School of Business at Universiti Sains Malaysia. Her research interests are in the areas of consumer behaviour, tourism marketing and green marketing.