Volume 18, Number 61 (7-2015)                   jha 2015, 18(61): 31-46 | Back to browse issues page


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Ajdary A, Nayebzadeh S, Heirany F. The Effect of Social responsibility on Hospital Brand Value Case Study: Shahid Sadoughi Hospital of Yazd. jha. 2015; 18 (61) :31-46
URL: http://jha.iums.ac.ir/article-1-1737-en.html

1- MA Student of Accounting, Faculty of Accounting, Yazd Branch, Islamic Azad University, Yazd, Iran Yazd Branch, Islamic Azad University
2- Assistant Professor of Department of Management, Yazd Branch, Islamic Azad University, Yazd, Iran Yazd Branch, Islamic Azad University , snayebzadeh@iauyazd.ac.ir
3- Assistant Professor of Accounting Department, Faculty of Accounting, Yazd Branch, Islamic Azad University, Yazd, Iran Yazd Branch, Islamic Azad University
Abstract:   (2404 Views)
Introduction: In recent years, it is widely believed that one of the most valuable assets of organizations, is the brand of their products /services. Brand value is a reflection of their social responsibility leading not only to the improvement of their status quo but also to the enhancement of their special brand value.
Methods: This is an applied study in which a population of 561 employees working in Shahid sadoughi Hospital of Yazd was included. Stratified random sampling was used to select a sample of 250 of staff. Data were collected by a questionnaire and then were analyzed by LISREL 8.72 using confirmatory factor analysis and structural equation modeling technique. Data analysis was used to confirm the relationships between variables.
 Results: The findings showed that social responsibility in the dimensions of community, customers and the environment had a significantly positive effect on perceived quality. Social responsibility in the dimension of community had a significant impact on brand associations. Social responsibility also had a significant effect on brand awareness in employees and environment dimensions. Moreover, the relationship between perceived quality and brand associations with brand loyalty was confirmed.
 Conclusion: It is essential for hospitals to give priority to social responsibility for maintaining their position in society, survival, and success in the work.
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Type of Study: Research | Subject: General
Received: 2014/11/25 | Accepted: 2015/06/20 | Published: 2015/06/20

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