1
Department of Business Management, , Y. C.,, Islamic Azad University, Yazd, Iran
2
, Department of Business Management, , Y. C.,, Islamic Azad University, Yazd, Iran
10.22034/jnamm.2026.569720.1251
Abstract
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.
Imani,P. , Nayebzadeh,S. and Hatami Nesab,S. H. (2026). Analyzing and Localizing Brand Authenticity Components in the Healthcare Industry. (e242238). Journal of New Approaches in Management and Marketing, (), e242238 doi: 10.22034/jnamm.2026.569720.1251
MLA
Imani,P. , , Nayebzadeh,S. , and Hatami Nesab,S. H. . "Analyzing and Localizing Brand Authenticity Components in the Healthcare Industry" .e242238 , Journal of New Approaches in Management and Marketing, , , 2026, e242238. doi: 10.22034/jnamm.2026.569720.1251
HARVARD
Imani P., Nayebzadeh S., Hatami Nesab S. H. (2026). 'Analyzing and Localizing Brand Authenticity Components in the Healthcare Industry', Journal of New Approaches in Management and Marketing, (), e242238. doi: 10.22034/jnamm.2026.569720.1251
CHICAGO
P. Imani, S. Nayebzadeh and S. H. Hatami Nesab, "Analyzing and Localizing Brand Authenticity Components in the Healthcare Industry," Journal of New Approaches in Management and Marketing, (2026): e242238, doi: 10.22034/jnamm.2026.569720.1251
VANCOUVER
Imani P., Nayebzadeh S., Hatami Nesab S. H. Analyzing and Localizing Brand Authenticity Components in the Healthcare Industry. JNAMM, 2026; (): e242238. doi: 10.22034/jnamm.2026.569720.1251
