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 phys...

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Veröffentlicht in:	Services marketing quarterly 2022-01, Vol.43 (1), p.48-66
Hauptverfasser:	Shafiee, Reza, Ansari, Fahimeh, Mahjob, Hossein
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand personality healthcare service human brand physicians
Online-Zugang:	Volltext
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