AN INVESTIGATION OF BRAND IMAGE, AFFECT, AND ATTACHMENT ON BRAND TRUST DURISNG COVID-19 PANDEMIC / ALA MOHAMMAD AHMED HAMDAN; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI

Yazar: Katkıda bulunan(lar):Dil: İngilizce 2022Tanım: 57 sheets; 31 cm. Includes CDİçerik türü:
  • text
Ortam türü:
  • unmediated
Taşıyıcı türü:
  • volume
Konu(lar): Tez notu: Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department Özet: ABSTRACT Brands play a vital impact on consumer behavior in today's post-modern world. Trust is the main aspect of improving a healthcare supplier's market level. Building brand trust to get a competitive advantage in the health market is important. Few researchers investigate the relation of brand image, affect, and attachment to brand trust , I apply this research Using a sample of consumers from certain private hospitals in Palestine, this study looked at how brand affect, attachment, and brand image, affect brand trust during the COVID-19 pandemic. The correlations between the hypotheses were tested using a quantitative technique. A questionnaire survey with validated scores for brand image, brand affect, and brand attachment was given to more than 252 consumers in 10 different private hospitals in Palestine. The results of analyzing the validated model revealed a positive and significant impact of the brand image on brand trust, as well as brand affect on brand trust and brand attachment on brand trust. Perception of COVID-19 (PCV) as a moderator for the previous relationships. Moreover, PCV has not affected the relationship between brand image and trust. While negatively affecting the relations between brand attachments and affect with brand trust. Managers and business owners regarding the study findings are advising to investigate their brand attachment, affect and image in order to maximize the trust in their brand which reflect on their profitability and market position. Keywords: Brand, COVID-19, Affect, Image, Trust, Attachment, healthcare, hospitals and customers.
Materyal türü: Thesis
Mevcut
Materyal türü Geçerli Kütüphane Koleksiyon Yer Numarası Durum Notlar İade tarihi Barkod Materyal Ayırtmaları
Thesis Thesis CIU LIBRARY Tez Koleksiyonu Tez Koleksiyonu YL 2445 H26 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Marketing Management Department T2758
Suppl. CD Suppl. CD CIU LIBRARY Görsel İşitsel YL 2445 H26 2022 (Rafa gözat(Aşağıda açılır)) Kullanılabilir Marketing Management Department CDT2758
Toplam ayırtılanlar: 0

Thesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department

Includes bibliography (sheets 39-52)

ABSTRACT
Brands play a vital impact on consumer behavior in today's post-modern world. Trust is the main aspect of improving a healthcare supplier's market level. Building brand trust to get a competitive advantage in the health market is important. Few researchers investigate the relation of brand image, affect, and attachment to brand trust , I apply this research Using a sample of consumers from certain private hospitals in Palestine, this study looked at how brand affect, attachment, and brand image, affect brand trust during the COVID-19 pandemic. The correlations between the hypotheses were tested using a quantitative technique. A questionnaire survey with validated scores for brand image, brand affect, and brand attachment was given to more than 252 consumers in 10 different private hospitals in Palestine. The results of analyzing the validated model revealed a positive and significant impact of the brand image on brand trust, as well as brand affect on brand trust and brand attachment on brand trust. Perception of COVID-19 (PCV) as a moderator for the previous relationships. Moreover, PCV has not affected the relationship between brand image and trust. While negatively affecting the relations between brand attachments and affect with brand trust. Managers and business owners regarding the study findings are advising to investigate their brand attachment, affect and image in order to maximize the trust in their brand which reflect on their profitability and market position.
Keywords: Brand, COVID-19, Affect, Image, Trust, Attachment, healthcare, hospitals and customers.

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