Physicians' Brand Personality: Building Brand Personality Scale

Both healthcare industry marketers and physicians have been paying more attention to the growth and potential competition in the healthcare market. This research developed a theoretical model for physician brand personality (PBP), which is intended to present applicable traits that professional physicians could consider for increasing their brand personality associations. This scale was developed through the use of some listing and item reduction techniques in combination with the explanatory and confirmatory factor analysis procedures. The findings extend previous research on human brand and brand personalities of physicians and suggest that patients view physician as a human brand with a unique brand personality.