... rights only Electronic word of mouth Social identity theory Consumer-company identification Hospital brand image Marketing and brand management in the healthcare sector have been challenging to study due to the sector’s complex system of consumers (patients), professionals, regulators...

... identification with the company and CCB. Also, the relationship between consumer perception of CSR and CCB is mediated through consumer–company identification. This suggests that CSR activities are positively related with the consumer identification with their company, which encourages CCB. Originality/value...