Corporate Visual Identity: A Case in Hospitals

This paper aims to present a perspective to better understand corporate identity through examining the perceptions of Turkish patients and develop a corporate visual identity scale. While there is no study related to corporate identity research on hospitals in Turkey as a developing country, underst...

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Bibliographic Details
Published in:Health marketing quarterly 2007, Vol.24 (3-4), p.131-149
Main Authors: Alkibay, Sanem, Ozdogan, F. Bahar, Ermec, Aysegul
Format: Article
Language:English
Subjects:
Adolescent
Adult
Aged
Corporate identity
corporate visual identity
Data Collection
Developing countries
developing country
Female
Health administration
Hospitals
Hospitals, Public
Hospitals, University
Humans
LDCs
Male
Marketing of Health Services
Middle Aged
Perceptions
Public Opinion
Review Literature as Topic
Studies
Turkey
Young Adult
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Summary:This paper aims to present a perspective to better understand corporate identity through examining the perceptions of Turkish patients and develop a corporate visual identity scale. While there is no study related to corporate identity research on hospitals in Turkey as a developing country, understanding consumer's perceptions about corporate identity efforts of hospitals could provide different perspectives for recruiters. When the hospitals are considered in two different groups as university and state hospitals, the priority of the characteristics of corporate visual identity may change, whereas the top five characteristics remain the same for all the hospitals.
ISSN:0735-9683
1545-0864
DOI:10.1080/07359680802125204