Value marketing through corporate reputation: an empirical investigation of Thai hospitals

Srivoravilai, Nopporn, Melewar, T. C., Liu, Martin J. and Yannopoulou, Natalia (2011) Value marketing through corporate reputation: an empirical investigation of Thai hospitals. Journal of Marketing Management, 27 (3-4) . pp. 243-268. ISSN 0267-257X [Article] (doi:10.1080/0267257X.2011.545676)

Abstract

This study examines the value proposition through corporate reputation, as corporate reputation best communicates to consumers and the public the company's value orientation. The research setting for the study was the Thai private hospital industry. A quantitative methodology was employed, using Confirmatory Factor Analysis (CFA) to purify our measurement items and then using regression analysis to test our hypothesis. A model of corporate reputation is proposed, based primarily on a combination of institutional theory, impression management theory, and signalling theory. The study contrasts with most previous studies on this subject, which employ a single approach in researching corporate reputation. Lastly, it explores the implications of corporate reputation with regards to value offering for practitioners and policy makers.

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