THE EFFECT OF BRAND ASSOCIATION ON BRAND LOYALTY: A RESEARCH ON PRIVATE HOSPITALS

Abstract

In healthcare industry, in which high competition exists, private hospitals have started to put emphasis on brand association in order to survive. There are certain important factors, which have a role on the development of brand loyalty, and one these factors is called as brand association. This study aims to explain the effect of brand association on brand loyalty, and to reveal the relationship between these two factors in the context of private hospitals. The study was performed between March 2017 and May 2017 in Turkey. The universe of the study included every individual older than 18 years old. The survey method was used to collect data. According to the analyses, it was found that the participants have positive brand association and higher levels of brand loyalty about the private hospitals that they took service from. Moreover, it was also found that there is a statistically significant, positive, and high correlation between brand association and brand loyalty. In addition, it was also seen that brand association positively influences brand loyalty as well. According to these results, hospitals should develop positive perceptions on customers about the hospital, physicians, hospital staff, and the serviced provided, and act accordingly in order to establish brand association.