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Keywords: Hospital brand image
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Journal Articles
Exploring the influence of patient testimonials on healthcare services: a social identity theory perspective
Available to Purchase
Journal:
European Business Review
European Business Review (2025) 37 (3): 532–557.
Published: 03 December 2024
... domains: pre- and post-consumption. During pre-consumption, e-WOM influenced the creation of the hospital’s brand image, which affected the patients’ expectations before their visit. During post-consumption, the patients can generate e-WOM, and its valence represents their overall experience. Practical...
