000			02847nam a22003137a 4500
003			KOHA
005			20230418113444.0
008			221109d2022 cy ||||| m||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_aeng
090			_aYL 2445 _bH26 2022
100	1		_aHamdan, Ala Mohammad Ahmed
245	1	3	_aAN INVESTIGATION OF BRAND IMAGE, AFFECT, AND ATTACHMENT ON BRAND TRUST DURISNG COVID-19 PANDEMIC / _cALA MOHAMMAD AHMED HAMDAN; SUPERVISOR: ASST. PROF. DR. IMAN AGHAEI
264			_c2022
300			_a57 sheets; _c31 cm. _eIncludes CD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
502			_aThesis (MA) - Cyprus International University. Institute of Graduate Studies and Research Marketing Management Department
504			_aIncludes bibliography (sheets 39-52)
520			_aABSTRACT 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.
650		0	_aBranding (Marketing) _vDissertations, Academic
650		0	_aCOVID-19 Pandemic, _vDissertations, Academic _y2020-
650		0	_aMedical Care _vDissertations, Academic
650		0	_aHospitals _vDissertations, Academic
700	1		_aAghaei, Iman _esupervisor
942			_2ddc _cTS
999			_c289032 _d289032