نوع مقاله : مقاله پژوهشی (آمیخته )
نویسندگان
گروه مدیریت بازرگانی، واحد یزد، دانشگاه آزاد اسلامی، یزد، ایران
کلیدواژهها
موضوعات
عنوان مقاله English
نویسندگان English
The purpose of this research is analyzing and localizing brand authenticity components in the healthcare industry. Aiming to propose a localized model, this study first identified 15 primary brand authenticity factors through a systematic literature review and qualitative content analysis utilizing NVIVO software. Subsequently, these factors were localized for the Iranian healthcare context through the Delphi method involving 12 academic and industry experts, resulting in 12 final validated factors, including transparency and honesty, strong brand legacy, existential originality, and brand sustainability and social responsibility. The findings indicate that the alignment between a healthcare organization's declared values and its actual performance serves as the fundamental basis for patients' perceptions of authenticity. By focusing on localized dimensions, this research offers a scientific framework for healthcare managers and policy makings to fundamentally transition from intuitive to evidence-based decision-making, thereby facilitating the strengthening of patients' networked trust and the enhancement of the therapeutic experience quality.
کلیدواژهها English
