... (e.g. social media and word-of-mouth communications) and marketing (e.g. hospital advertisement and price perception) aspects toward establishing brand image among medical tourism-based hospitals. Consequently, the brand image would influence perceived service quality among medical tourists; further...

.... The predictive capabilities of CE on an important brand outcome, electronic word-of-mouth (eWOM), are determined. Design/methodology/approach In total, 493 respondents participated in an online survey. A two-step cluster analysis was conducted to determine the fan types. ANOVA was used to assess...