Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation

  • Ahmad A
N/ACitations
Citations of this article
2Readers
Mendeley users who have this article in their library.
Get full text

Abstract

This research aims to explore how integrated marketing communication (IMC) impacts on brand image in private hospitals in Saudi Arabia. A purposive sampling technique was used to recruit 290 patients in four different hospitals. This research showed that IMC dimensions (advertising, personal selling, public relations, and WOM) had a positive effect on brand image of the private hospitals, and only one dimension, represented by sales promotion, had no effect on brand image. The paper contributes to previous research by adding to existing knowledge regarding IMC dimensions and brand image. The paper makes key recommendations towards adoption of IMC dimensions to develop and enhance the brand image of private hospitals in Saudi Arabia. re and communication values (Warner-Søderholm, 2012) are applied in this present study in order to explore to what degree cultural values impact how we form, deliver and receive an organization’s business communication messages within the Nordic cluster. Thus, this supports the proposition that better cross-cultural business communication practices contribute to an organization’s bottom line in the management game of communication today. Moreover, we contribute to the field with an analysis of the differences between managers’ cultural practices and wished for values.

Cite

CITATION STYLE

APA

Ahmad, A. M. (2016). Integrated Marketing Communication and Brand Image in Saudi Private Sector Hospitals: An Empirical Investigation. International Journal of Business and Management, 11(11), 94. https://doi.org/10.5539/ijbm.v11n11p94

Register to see more suggestions

Mendeley helps you to discover research relevant for your work.

Already have an account?

Save time finding and organizing research with Mendeley

Sign up for free