... 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...

... knowledge and excitement and status. Brand addiction has a positive effect on brand loyalty and electronic word of mouth (eWOM), and brand loyalty has a positive impact on eWOM. Theoretical and managerial implications were explored. Originality/value This research added a CBR perspective to masstige...