The Relationships between Regional Sport Event Attributes, Brand image, and Behavioral Intention

2017 ◽  
Vol 26 (1) ◽  
pp. 617-631
Author(s):  
Kae-Sung Moon
Keyword(s):  
Behavioral Intention ◽  
Brand Image ◽  
Sport Event

Impact of Multi-complex Station’s Brand Image on Customer’s Behavioral Intention

2016 ◽  
Vol 1 (1) ◽  
pp. 31-38
Author(s):  
Sange-jae Lee ◽  
Seong Yong Park
Keyword(s):  
Behavioral Intention ◽  
Brand Image

Antecedents of hospital brand image and the relationships with medical tourists’ behavioral intention

2016 ◽  
Vol 10 (4) ◽  
pp. 412-431 ◽  
Author(s):  
Tat Huei Cham ◽  
Yet Mee Lim ◽  
Nai Chiek Aik ◽  
Alexander Guan Meng Tay
Keyword(s):  
Social Media ◽  
Service Quality ◽  
Behavioral Intention ◽  
Word Of Mouth ◽  
Medical Tourism ◽  
Brand Image ◽  
Equation Modeling ◽  
Measurement Scales ◽  
Content Type ◽  
Perceived Service Quality

Purpose Medical tourism is growing rapidly in the recent years in various Asian countries. The success of the hospitals engaged in medical tourism largely depends on their abilities in maintaining the repeating customers and to attract new customers. Hence, the purpose of this study is to examine the impacts of word-of-mouth and social media on hospital brand image. It also attempts to examine the relationships between brand image, perceived service quality, patient satisfaction and behavioral intention. Design/methodology/approach A questionnaire survey was used to collect data from 386 medical tourists to test the proposed model. All the measurement scales adopted in this study were adapted from the existing literature. The data collected in this study were analyzed using both SPSS and structural equation modeling approach via AMOS. Findings The findings from the structural analysis indicated that both word-of-mouth and hospital-generated social media have a significant impact on brand image. Hospital brand image positively influences medical tourists’ perception of service quality, and their perceived service quality is significantly related to their satisfaction, which in turn, leads to their behavioral intention. Originality/value This study is one of the few studies that considers the importance of hospital’s brand image in influencing medical tourists’ perceptions on the quality of healthcare services that they experienced during their medical trips. This research study also raises the significance of word-of-mouth communication and social media that influence hospitals’ brand image, which has been neglected by many studies.

scholarly journals Investigating Brand Image Transfer in Sport Sponsorship Of a Participation Sport Event in Singapore

2020 ◽  
Vol 24 (2) ◽  
pp. 263-275
Author(s):  
Cheryl Chiu ◽  
Do Young Pyun
Keyword(s):  
Purchase Intention ◽  
Structural Equation ◽  
Brand Image ◽  
Equation Modeling ◽  
Image Transfer ◽  
Sport Event ◽  
Sport Sponsorship ◽  
Brand Marketing ◽  
Sport Events ◽  
Corporate Sponsors

The interest from corporate sponsors in participation sport events in Singapore has increased. This study explores the applicability of the model for brand image transfer in a local participation sport event as to whether sponsor–event congruence, event emotions, and attitude still work as driving variables for brand image transfer. The data were collected from 224 event participants (aged from 16 to 40) at Surf n Sweat, which was Singapore's biggest beach running event. The questionnaire consisted of the items measuring sponsor–event congruence, event emotions, attitude towards the event, attitude towards the sponsor, and purchase intention. A structural equation modeling supports an adequate overall and internal fit of the model to the data. The path analysis shows that sponsor–event congruence significantly influenced positive event emotions (β = ;0.31), positive event emotions significantly influenced attitude towards the event (β = 0.73), event attitude significantly influenced attitude towards the sponsor (β = 0.33), and sponsor attitude significantly influenced purchase intention (β = 0.82). However, negative event emotion did not mediate the relationship between sponsor–event congruence and event attitude. The findings provide empirical evidence of consumer behavior in brand image transfer, thereby benefiting corporate sponsors looking to explore event sponsorship for their brand marketing in Singapore.

A Study of Brand Image, Perceived Service Quality, Patient Satisfaction and Behavioral Intention among the Medical Tourists

2014 ◽  
Vol 2 (2) ◽  
pp. 32-43
Author(s):  
Cham Tat Huei ◽  
Lim Yet Mee ◽  
Aik Nai Chiek
Keyword(s):  
Patient Satisfaction ◽  
Service Quality ◽  
Behavioral Intention ◽  
Medical Tourism ◽  
Brand Image ◽  
Empirical Studies ◽  
Positive Influence ◽  
Behavioural Intention ◽  
Perceived Service Quality ◽  
Quota Sampling

Objective- –This paper aims to examine the importance of brand image, and its impact on hospital service quality as perceived by the medical tourists. Moreover, this paper also evaluates the interrelationships among perceived service quality, patient satisfaction, and behavioural intention. Methodology/Technique – Based on quota sampling method, a questionnaire survey was used to collect data from 400 medical tourists to test the hypothesized relationships in this study. This paper contributes to the understanding about the importance of food allergy awareness among public. Findings – The findings from this study indicate that brand image has a significant positive influence on perceived service quality; and brand image is significantly and positively related to medical tourists' behavioural intention (i.e., their revisit intention). The findings also show that level of satisfaction partially mediates the relationship between service quality and behavioural intention among medical tourists. Novelty – This study is one of the very few empirical studies that examine the importance of brand image in the context of medical tourism. Moreover, this study is also one of the few studies that addressed patient satisfaction as a mediator in the healthcare context. Type of Paper Empirical Keywords: Brand Image, Service Quality, Patient Satisfaction, Behavioral Intention, Medical Tourism

scholarly journals Motivation and Psychological Contract in Sport Event Volunteerism: The Impact of Contract Fulfilment On Satisfaction and Future Behavioral Intention

2020 ◽  
Vol 24 (4) ◽  
pp. 463-479
Author(s):  
Eunjung Kim ◽  
Graham Cuskelly ◽  
Liz Fredline
Keyword(s):  
Psychological Contract ◽  
Behavioral Intention ◽  
Sport Event ◽  
Sport Events ◽  
Intention To Continue ◽  
The Impact ◽  
Sport Event Volunteers ◽  
The Relationship ◽  
Southeast Queensland ◽  
Practical Implications

This study investigated sport event volunteer motivation and psychological contract (PC) with regard to the relationship between PC fulfilment, satisfaction, and future behavioral intention. Motivation-based volunteer subgroups based on cluster analysis were compared regarding their expectations and experiences of PC types as well as their overall satisfaction and future behavioral intention in a pre- and posttest study. The gap between expectations and experiences of PC types (PC fulfilment by gap: PCFg), and second, experience (satisfaction) of PC types (PC fulfilment by experience: PCFe) were tested using regression analysis to investigate the impact of PC fulfilment on satisfaction and future behavioral intention. The analysis was conducted on a sample of 261 sport event volunteers from three sport events in southeast Queensland, Australia. Among this volunteer sample, ideological PC was considered as the most important PC type overall, but different motivations were associated with different PC preferences. Volunteers who had different motivations had varying experiences of PC types, overall satisfaction, and intention to continue volunteering. PCFe was highly related to overall satisfaction and future behavioral intention and was found to be a better predictor of volunteer satisfaction than PCFg. This study provides important theoretical and practical implications for sport event volunteerism approached from the perspective of PC types and motivations.

Giving Brand Image to a Nation

2017 ◽  
pp. 979-998
Author(s):  
Bintang Handayani ◽  
Basri Rashid
Keyword(s):  
National Identity ◽  
Behavioral Intention ◽  
Exploratory Study ◽  
Brand Image ◽  
Image Theory ◽  
Nation Brand ◽  
Tourism And Hospitality

Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. Specifically, the result denotes that the perceived brand image of a nation is formed according to tourists' cognitive and affective beliefs, which at the end; influence the action to recommend to others and/or for repeat visitation. In addition, the “pretentious” nation brand campaign and national identity found in this exploratory study should be focused upon as variables for further research and testing the framework.

Giving Brand Image to a Nation

2015 ◽  
pp. 339-358
Author(s):  
Bintang Handayani ◽  
Basri Rashid
Keyword(s):  
National Identity ◽  
Behavioral Intention ◽  
Exploratory Study ◽  
Brand Image ◽  
Image Theory ◽  
Nation Brand ◽  
Tourism And Hospitality

Adapting Keller's brand image theory (1993), this paper presents an exploratory framework for giving brand image to a nation. Utilizing unstructured interviews, the result suggests that tourism and hospitality attributes can be used for giving brand image to a nation and behavioral intention. Specifically, the result denotes that the perceived brand image of a nation is formed according to tourists' cognitive and affective beliefs, which at the end; influence the action to recommend to others and/or for repeat visitation. In addition, the “pretentious” nation brand campaign and national identity found in this exploratory study should be focused upon as variables for further research and testing the framework.

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