台灣全民健保自1995實施後，每年健保服務量不斷成長。總額制度實施後，醫療費用的總額有限，醫療院所僅能在配額內生存，加上民眾對於醫療的需求日漸提高，使得大眾開始關心醫療品質而導致醫療成本成長，增加同業之間的競爭，讓整個醫療經營上面臨考驗。因此，面對健保體制的改革及醫療消費者意識的提高，導致醫療院所必須思考經營模式，勢必走向醫院品牌管理的經營方式。
本研究根據相關文獻，以醫院所推動「以病人為中心」照護模式之重要的因
素：醫療服務品質、信任及醫療正面口碑為構面，並以二年時間收集病患的問卷資料，運用結構方程模式進行對品牌權益之實證研究，其研究結果如下：
1.不同時間點下，信任與醫療正面口碑正向影響品牌形象和品牌知名度。
2.醫療服務品質對於品牌形象與品牌知名度並無顯著性關係。
3.第1、2年，品牌知名度是信任、醫療正面口碑與品牌權益之間的中介效果。
4.在不同的醫療服務型態與時間影響下，影響非醫學中心醫院的品牌形象，從原先的醫療服務品質轉變成醫療正面口碑為重要因素。
根據結果顯示信任、醫療正面口碑與品牌知名度於不同時間點影響醫院品牌權益，且又以信任為最重要因素。在不同的醫療服務型態相較下，影響非醫學中心醫院的品牌形象，從原先的醫療服務品質轉變成醫療正面口碑為重要因素。本研究使用2年的資料型態探討服務性品牌權益，應用至醫療領域，提供理論與醫療院所品牌管理的實務義涵。

Since Taiwan’s National Health Insurance was implemented in 1995, the number of health insurance services has continued to grow every year. After the implementation of the total amount system, the total amount of medical expenses is limited, and medical institutions can only survive within the quota. The public's demand for medical care is increasing, which makes the public begin to care about the quality of medical care, which leads to an increase in medical costs. In addition, competition among peers is posing challenges to medical operations. Therefore, in the face of the reform of the health insurance system and the increasing awareness of medical consumers, medical institutions must think about their business models and are bound to move towards hospital brand management.

Based on relevant literature, this study proposes that medical service quality, trust and medical positive word-of-mouth are the three major aspects that affect the brand equity of medical institutions. It collects questionnaire data from patients over a period of two-year, and an empirical study was conducted using structural equation model.

The research results are as follows. (1) Trust and Positive medical word-of-mouth positively affect brand image and brand awareness at the different points of time. (2) Positive medical service quality has no significant relationship with brand image and brand awareness. (3) In the first and second year, brand image and brand awareness have a mediating effect on the impact of trust and medical positive word-of-mouth on brand equity; (4) Under the different medical service types at different time points, the transformation of the brand image of non-medical center hospitals from medical service quality to medical positive word-of-mouth is an important factor.

According to the results, trust, medical positive word-of-mout and brand awareness will affect hospital brand equity over time, and trust is the most important factor. Under the different medical service types and the passage of time, the transformation of the brand image of non-medical center hospitals from trust to medical positive word-of-mouth is an important factor.

This study uses 2 years of data to explore service brand equity, applies it to the medical field, and provides theoretical and practical implications of brand management for medical institutions.

論文審定書…………………………………………………………… i
中文摘要……………………………………………………………… ii
英文摘要………………………………………………………….….. iii
第 一 章 緒論………………………………………………………….01
第一節 研究動機……………………………………………….... .....01
第二節 研究目的………………………………………………… ......08
第三節 研究流程………………………………………………… ..... 09
第 二 章 文獻探討…………………………………………………....10
第一節 醫療產業概況…………………………………………..........10
第二節 品牌管理………………………………………………… .....23
第三節 品牌權益相關文獻……………………………………….....30
第四節 文獻回顧總結……………………………………………..... 48
第 三 章 研究方法與設計………………………………………… ..50
第一節 概念性架構…………………………………………………...50
第二節 研究假說…………………………………………………….. 53
第三節 研究方法…………………………………………………...... 60
第四節 研究對象與資料處理……………………………………..... 66
第 四 章 資料分析與研究結果…………………………………….. 68
第一節 信度與效度………………………………………………….. 68
第二節 樣本描述性分析…………………………………………….. 75
第三節 結構方程式模型分析結果……………………………… .....82
第 五 章 結論與建議……………………………………………… ..96
參考文獻……………………………………………………………...103

中文部分：
1. 王又鵬、簡志成 (2002)。產品來源國品質形象對消費者產品評價影響之研究-以獎項知名度及品牌知名度為干擾變數。國立臺灣科技大學2002年管理新思維學術研討會，台北市，台灣。
2. 石曜堂、張政國（2008）。醫療品質發展趨勢探討。台灣醫學，12(6)，685-690
3. 行政院主計總處(2023)。110年家庭收支調查報告。取自：chrome-extension://efaidnbmnnnibpcajpcglclefindmkaj/https://ws.dgbas.gov.tw/win/fies/doc/result/110.pdf
4. 何慧儀、簡敏如(2011)。電子雜誌品牌知名度對知覺價值及購買意願之影響。中華印刷科技年報，3，258-269。
5. 吳奇為、徐也翔（2007）。新聞網站服務品質及品牌形象。資訊社會研究，15，153-180。
6. 李守義、蔡慈儀、蔡憶雯、郭耿南 (2012)。中文健康識能評估量表簡式量表的發展與效度檢測。台灣公共衛生雜誌，31，184-194
7. 李雅靖 (2011)。網路口碑訊息對消費者信任的影響。傳播與管理研究，10(2)，69-106
8. 邱皓政(2006)。結構方程式：LISREL的理論、技術及應用。台北：雙葉。
9. 林淑瓊、張銀益、林宣均 (2016)。從醫病關係管理觀點探討醫療服務與病人的互動關係。慈濟科技大學學報，3，67-99。
10. 林美伶、葉莉莉、陳清惠（2009）。影響病人參與醫療決策之論述。護理雜誌，56(3)，83-87。
11. 胡政源 (2006)。品牌行銷。鼎茂圖書。
12. 高明瑞、楊東震 (1995)。民眾就醫行為重要影響因素與醫院行銷之研究-以高雄都會區為例。中山管理評論，3(3)，55-73。
13. 留淑芳(2003)。網路口耳相傳訊息特性及接受者行為特質對態度形成之影響〔未出版之碩士論文〕。國立台灣大學商學研究所博士論文。
14. 張煥禎、張威國合著 (1999)。醫療行銷管理學。偉華書局有限公司。
15. 莊曜愷 (2009)。服務品質、醫院形象與民眾就醫行為對忠誠度的影響，寶健醫護與管理，7(2)，18-27。
16. 莊逸洲、黃崇哲(2000)。醫務管理學系列--組織經營。台北：華杏。
17. 秦兆瑋、顏婉淅(2021)。醫療機構公關行銷活動對醫院服務品質認知、品牌形象認知與忠誠度之影響，醫務管理期刊，23(2)，124-147。
18. 許維中(2013)。肝癌病人求醫行為與醫病關係之初探，澄清醫護管理雜誌，
9(2)，11-17。
19. 陳振遂、洪順慶(1999)。消費品品牌權益衡量量表之建構—顧客基礎觀點。中山管理評論，7(4)，1175-1199。
20. 陳宏一(2004)。醫院行銷活動對其形象影響之研究。醫務管理期刊，5(2)，135-151。
21. 陳豐偉(2010)。正向思考的壓力。高雄縣醫師會誌。
22. 陳建志、黃純德(2003)。總額支付下檔案分析的轉機與危機。臺灣醫學，7(6)，915-919。
23. 陳治綸(2020)。後疫情(OVID-19)時代數位轉型驅動永續發展契機。經濟研究，21，172-208
24. 陳靜誼(2016)。探討品牌信任之前置因素與結果-以醫療服務業為例。華醫學報，44，23-37
25. 陳正男(2008)。服務品質、顧客關係管理與品牌形象對顧客滿意度影響之研究以半導體設備代理商 H 公司為例〔未出版之碩士論文〕。國立成功大學高階管理碩士在職專班。
26. 陳翠玲(2009)。網路口碑行銷、品牌形象與消費者購買意願之關聯性〔未出版之碩士論文〕。育達商業技術學院企業管理所。
27. 陳秀芬(2018)。探討醫病共享下影響病人決策之相關因素〔未出版之碩士論文〕。中山醫學大學醫療產業科技管理學系碩士班。
28. 姜立新 (2008)。醫療行銷、醫療品質、醫院形象與病患忠誠度之研究〔未出版之碩士論文〕。南華大學企業管理系。
29. 徐士鎂(2009)。網路口碑行銷對於消費者購買意願之影響〔未出版之碩士論文〕。中原大學國際貿易研究所。
30. 曾嘉慶 (2016)。顧客體驗對品牌信任、品牌形象與購買意圖的影響-以購物APP為例〔未出版之碩士論文〕。國立高雄第一科技大學
31. 曾鎮華 (2007)。增進醫療產業品牌權益的行銷方式 -以北部某醫療院所為例〔未出版之碩士論文〕。元智大學管理研究所
32. 彭台光、高月慈、林鉦棽 (2006)。管理研究中的共同方法變異：問題本質、影響、測試和補救。管理學報，23(1)，77-98。
33. 潘汶榆、林金定、徐尚為、嚴嘉楓、林易申等。醫師對醫院推動全人健康照護之認知與滿意度分析。醫學教育，15(2)，106-119。
34. 蔡宜珊(2020)。醫病溝通與共享價值觀對醫病共享決策成效影響之研究-以退化性膝關節炎病患為例〔未出版之碩士論文〕。中臺科技大學醫療暨健康產業管理系。
35. 劉智恆 (2018)。資訊品質、信任、口碑傳播、樂趣、使用意圖與購買意願之關係〔未出版之碩士論文〕。靜宜大學國際企業學系。
36. 劉依瑜 (2012)。以關係品質觀點探討口碑訊息可信度對顧客口碑傳播行為之影響〔未出版之碩士論文〕。國立彰化師範大學企業管理學系。
37. 鍾憲瑞 (2017)。產業分析精論-多元觀點與策略思維。前程文化事業有限公司
38. 醫策會(2023)。競賽介紹：智慧醫療類。取自https://www.jct.org.tw/cp-164-2754-3afab-1.html
39. 羅翊婷 (2008) 台灣醫療院所品牌形象、品牌權益與顧客回應之關聯性研究〔未出版之碩士論文〕。中華大學經營管理研究所。
40. 魏埤全 (2015) 服務品質、品牌形象對顧客滿意度與顧客忠誠影響之研究〔未出版之碩士論文〕。國立台北大學企業管理學系。
41. 魏文欽、林怡君 (2010)。品牌形象與顧客忠誠度關係之實證研究-知覺價值混合效果之探討。International Journal of Lisrel, 3(1)，45-67。
42. 魏文欽與扈克傑 (2008)。醫療服務品質、病患滿意度與病患忠誠度關聯性之實證研究-以高高屏地區區域教學醫院為例。International Journal of Lisrel，1(2)，25-49
43. 藍新堯 (2015)。醫療院所品牌經營學。原水文化。
44. 蕭文、顏裕庭 (2000)。演進中的台灣醫院經營型態。蕭文出版。
45. 衛生福利部(2023)。醫療法及其施行細則。取自https://law.moj.gov.tw/LawClass/LawAll.aspx?pcode=L0020023
46. 衛生福利部(2023)。110年醫事機構服務量統計年報。取自https://dep.mohw.gov.tw/DOS/cp-5099-75349-113.html
47. 衛生福利部(2024)。醫病共享決策簡介。取自https://www.patientsafety.mohw.gov.tw/xmdoc/cont?xsmsid=0M097527397785648684
英文部分：
1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. Free Press.
2. Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of consumer research, 13(4), 411-454.
3. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 4(3), 291-295.
4. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
5. Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of marketing, 54(1), 42-58.
6. Ayesh, L., & Al-Zyoud, M. (2021). The Influence of Brand Equity on Customer Loyalty in Starbucks Chain in Jordan. International Journal of Business and Social Science, 12(2), 56-69.
7. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
8. Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
9. Bayus, B. L. (1985). Word of mouth-the indirect effects of marketing efforts. Journal of advertising research, 25(3), 31-39.
10. Berry, L. L., & Seltman, K. D. (2007). Building a strong services brand: Lessons from Mayo Clinic. Business Horizons, 50(3), 199-209..
11. Berry, L. L. (2000). Cultivating service brand equity. Journal of the Academy of marketing Science, 28, 128-137.
12. Blackston, M. (1995). The qualitative dimension of brand equity. Journal of Advertising Research, 35(4), 2-7.
13. Biedenbach, G., & Marell, A. (2010). The impact of customer experience on brand equity in a business-to-business services setting. Journal of brand management, 17, 446-458.
14. Biel, A. L. (1992). How brand image drives brand equity. Journal of advertising research, 32(6), 6-12.
15. Bibby, D. N. (2011). Sponsorship portfolio as brand image creation strategies: A commentary essay. Journal of Business Research, 64(6), 628-630.
16. Bristor, J. (1990). Exhanced explanations of word of mouth communications; the power of relations. Research in consumer behavior, 4, 51-83..
17. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer research, 14(3), 350-362.
18. Chi, C., Lee, J. L., Lai, J. S., Chen, C. Y., Chang, S. K., & Chen, S. C. (1996). The practice of Chinese medicine in Taiwan. Social science & medicine, 43(9), 1329-1348.
19. Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.
20. Coulter, K. S., & Coulter, R. A. (2003). The effects of industry knowledge on the development of trust in service relationships. International Journal of research in Marketing, 20(1), 31-43.
21. Cruz-Milán, O. (2023). Assessing the role of venture sameness in a destination consumer-based brand equity model, Journal of Hospitality and Tourism Insights, 6(1), 324-343
22. Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of marketing, 35(11/12), 1238-1258.
23. Donabedian, A. (1988). The quality of care: how can it be assessed?. Jama, 260(12), 1743-1748.
24. Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the academy of marketing science, 25, 283-295.
25. Eveleigh, R. M., Muskens, E., van Ravesteijn, H., van Dijk, I., van Rijswijk, E., & Lucassen, P. (2012). An overview of 19 instruments assessing the doctor-patient relationship: different models or concepts are used. Journal of clinical epidemiology, 65(1), 10-15.
26. Fletcher, D. L., Britton, W. M., Pesti, G. M., Rahn, A. P., & Savage, S. I. (1983). The relationship of layer flock age and egg weight on egg component yields and solids content. Poultry Science, 62(9), 1800-1805.
27. Fiscella, K., Meldrum, S., Franks, P., Shields, C. G., Duberstein, P., McDaniel, S. H., & Epstein, R. M. (2004). Patient trust: is it related to patient-centered behavior of primary care physicians?. Medical care, 42(11), 1049-1055.
28. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.
29. Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of marketing, 63(2), 70-87.
30. Gantenbein, L., Navarini, A. A., Maul, L. V., Brandt, O., & Mueller, S. M. (2020). Internet and social media use in dermatology patients: Search behavior and impact on patient‐physician relationship. Dermatologic therapy, 33(6), e14098.
31. Gelb, B. D., & Sundaram, S. (2002). Adapting to'word of mouse'. Business Horizons, 45(4), 21-21.
32. Goldsmith, R. E., & Horowitz, D. (2006). Measuring motivations for online opinion seeking. Journal of interactive advertising, 6(2), 2-14.
33. Grayson, K., & Ambler, T. (1999). The dark side of long-term relationships in marketing services. Journal of marketing Research, 36(1), 132-141.
34. Górska-Warsewicz, H. (2022). Consumer or Patient Determinants of Hospital Brand Equity—A Systematic Literature Review. International journal of environmental research and public health, 19(15), 9026.
35. Gudzune, K. A., Bennett, W. L., Cooper, L. A., & Bleich, S. N. (2014). Patients who feel judged about their weight have lower trust in their primary care providers. Patient education and counseling, 97(1), 128-131.
36. Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1995). Multivariate data analysis. New York: Macmillan.
37. Herzog, H.. (1963). Behavioral science concepts for analyzing the consumer, in P Bliss. Marketing and the Behavioural Sciences, 76-86.
38. Hsieh, M. H. (2002). Identifying brand image dimensionality and measuring the degree of brand globalization: A cross-national study. Journal of international marketing, 10(2), 46-67.
39. Hu, L. T., & Bentler, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: a multidisciplinary journal, 6(1), 1-55.
40. Johnson, M. D., Herrmann, A., & Huber, F. (2006). The evolution of loyalty intentions. Journal of marketing, 70(2), 122-132.
41. Kolter, P. & Andreasen, A. R. (1984). Strategy Marketing For Nom-Profit Organizations( 3th ed). Cliff, N. J. Premtice Hall.
42. Kaiser, H. F. (1974). An index of factorial simplicity. psychometrika, 39(1), 31-36.
43. Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
44. Kline, R. B. (2023). Principles and practice of structural equation modeling. Guilford publications.
45. Kim, K. H., Kim, K. S., Kim, D. Y., Kim, J. H., & Kang, S. H. (2008). Brand equity in hospital marketing. Journal of business research, 61(1), 75-82.
46. Kohli, R., Piontek, F., Ellington, T., VanOsdol, T., Shepard, M., & Brazel, G. (2001). Managing customer relationships through E-business decision support applications: a case of hospital–physician collaboration. Decision Support Systems, 32(2), 171-187.
47. Kraetschmer, N., Sharpe, N., Urowitz, S., & Deber, R. B. (2004). How does trust affect patient preferences for participation in decision‐making?. Health expectations, 7(4), 317-326.
48. Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer‐based brand equity. Journal of consumer marketing, 12(4), 11-19.
49. Leone, R. P., Rao, V. R., Keller, K. L., Luo, A. M., McAlister, L., & Srivastava, R. (2006). Linking brand equity to customer equity. Journal of service research, 9(2), 125-138.
50. Leisen, B., & Hyman, M. R. (2004). Antecedents and consequences of trust in a service provider: The case of primary care physicians. Journal of Business Research, 57(9), 990-999
51. Levin, I. P., & Gaeth, G. J. (1988). How consumers are affected by the framing of attribute information before and after consuming the product. Journal of consumer research, 15(3), 374-378.
52. Liu, M. T., Wong, I. A., Tseng, T. H., Chang, A. W. Y., & Phau, I. (2017). Applying consumer-based brand equity in luxury hotel branding. Journal of business research, 81, 192-202.
53. MacKenzie, S. B., & Podsakoff, P. M. (2012). Common method bias in marketing: Causes, mechanisms, and procedural remedies. Journal of retailing, 88(4), 542-555.
54. Mazodier, M., & Quester, P. (2014). The role of sponsorship fit for changing brand affect: A latent growth modeling approach. International Journal of Research in Marketing, 31(1), 16-29.
55. Martínez-Caro, E., Cegarra-Navarro, J. G., & Solano-Lorente, M. (2013). Understanding patient e-loyalty toward online health care services. Health care management review, 38(1), 61-70.
56. Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust. Academy of management review, 20(3), 709-734.
57. Milgrom, P., & Roberts, J. (1986). Price and advertising signals of product quality. Journal of political economy, 94(4), 796-821.
58. Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
59. Nguyen-Viet, B. (2023). The impact of green marketing mix elements on green customer based brand equity in an emerging market. Asia-Pacific Journal of Business Administration, 15(1), 96-116.
60. Oliveira, M. O. R. D., Heldt, R., Silveira, C. S., & Luce, F. B. (2023). Brand equity chain and brand equity measurement approaches. Marketing Intelligence & Planning, 41(4), 442-456.
61. Onkvisit, S., & Shaw, J. J. (1989). Service marketing: Image, branding, and competition. Business Horizons, 32(1), 13-19.
62. Palmatier, R. W., Houston, M. B., Dant, R. P., & Grewal, D. (2013). Relationship velocity: Toward a theory of relationship dynamics. Journal of Marketing, 77(1), 13-30.
63. Pan, Y., Neuss, S., Leifert, A., Fischler, M., Wen, F., Simon, U., ... & Jahnen‐Dechent, W. (2007). Size‐dependent cytotoxicity of gold nanoparticles. Small, 3(11), 1941-1949.
64. Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of marketing research, 31(2), 271-288.
65. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of marketing, 49(4), 41-50.
66. Parris, D. L., & Guzmán, F. (2023). Evolving brand boundaries and expectations: looking back on brand equity, brand loyalty, and brand image research to move forward. Journal of Product & Brand Management, 32(2), 191-234.
67. Pearson, S. D., & Raeke, L. H. (2000). Patients’ trust in physicians: many theories, few measures, and little data. Journal of general internal medicine, 15, 509-513.
68. Pertiwi, K. Y., & Sukawati, T. G. R. (2017). Brand image memediasi WOM terhadap Niat menggunakan wedding service di Cahya Dewi Beauty Salon Denpasar (Doctoral dissertation, Udayana University).
69. Putri, M. N. D. A., Farida, N., & Arso, S. P. (2023). The Effect of Brand Equity and Customer Value in Repeat Visits of the Patients at Dr. Gunawan Mangunkusuma Regional General Hospital. Journal of Public Health for Tropical and Coastal Region, 6(1), 14-20.
70. Raykov, T., & Marcoulides, G. A. (2012). A first course in structural equation modeling. Routledge.
71. Regan, W. J. (1963). Economic growth and services. The Journal of Business, 36(2), 200-209.
72. Ruhamak, M. D., & Rahayu, B. (2016). Pengaruh word of mouth terhadap purchase intention melalui brand image pada Lembaga kursus Bahasa inggris Dynamic English Course Pare. Ekonika: Jurnal ekonomi universitas kadiri, 1(2).
73. Russell, S. (2005). Treatment-seeking behaviour in urban Sri Lanka: trusting the state, trusting private providers. Social science & medicine, 61(7), 1396-1407.Ren, Y., Choe, Y., & Song, H. (2023). Antecedents and consequences of brand equity: Evidence from Starbucks coffee brand. International Journal of Hospitality Management, 108, 103351.
74. Rust, R. T., Moorman, C., & Bhalla, G. (2010). Rethinking marketing. Harvard business review, 88(1/2), 94-101.
75. Sallam, M. A. (2016). The impact of brand image and corporate branding on consumer’s choice: The role of brand equity. International Journal of Marketing Studies, 8(1), 98.
76. Simon, M. F. (1970). Influence of brand names on attitudes. Journal of Advertising Research, 10(3), 28-30.
77. Simon, C. J., & Sullivan, M. W. (1993). The measurement and determinants of brand equity: A financial approach. Marketing science, 12(1), 28-52.
78. Sriram, S., Balachander, S., & Kalwani, M. U. (2007). Monitoring the dynamics of brand equity using store-level data. Journal of Marketing, 71(2), 61-78.
79. Sydney-Hilton, E., & Vila-Lopez, N. (2019). Are marketing strategies correlated with financial outputs? A longitudinal study. Journal of Business & Industrial Marketing, 34(7), 1533-1546.
80. Trong Tuan, L. (2014). Clinical governance, corporate social responsibility, health service quality, and brand equity. Clinical Governance: An International Journal, 19(3), 215-234.
81. Thom, D. H. (2001). Physician behaviors that predict patient trust. Journal of Family Practice, 50(4), 323-323.
82. Thom, D. H., Kravitz, R. L., Bell, R. A., Krupat, E., & Azari, R. (2002). Patient trust in the physician: relationship to patient requests. Family practice, 19(5), 476-483.
83. Wang, Y. C., Hsu, K. C., Hsu, S. H., & Hsieh, P. A. J. (2011). Constructing an index for brand equity: a hospital example. The service industries journal, 31(2), 311-322.
84. Whittaker, T. A., & Schumacker, R. E. (2022). A beginner's guide to structural equation modeling. Routledge.
85. Wang, K., & Jiang, W. (2019). Brand equity and firm sustainable performance: The mediating role of analysts’ recommendations. Sustainability, 11(4), 1086.
86. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
87. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the academy of Marketing Science, 21, 1-12.
88. Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. Journal of marketing, 49(2), 33-46.
89. Zifko-Baliga, G. M., & Krampf, R. F. (1997). Managing perceptions of hospital quality. Marketing health services, 17(1), 28.