Corporate social responsibility and hospital brand advocacy: Mediating role of trust and patient-hospital identification and moderating role of hospital type

Research output: Contribution to journalArticle

Abstract

Purpose: This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach: The sample of 455 hospital patients was surveyed in Vietnam. Findings: The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications: Hospitals can promote patients’ organic word of mouth through CSR initiatives and focusing on the reliability, safety and quality of care. Originality/value: This study examines the mediation effects of trust and PHI and moderating role of hospital type in the relationships between two components of CSR effort and hospital brand advocacy.

Original languageEnglish
JournalInternational Journal of Pharmaceutical and Healthcare Marketing
DOIs
StateAccepted/In press - 1 Jan 2019

Fingerprint

Social Responsibility
Hospital Societies
Corporate Social Responsibility
Advocacy
Private Hospitals
Vietnam
Quality of Health Care
Public Hospitals
Safety

Keywords

  • Brand advocacy
  • Corporate social responsibility
  • Hospital type
  • Patient-hospital identification
  • Trust in hospital

Cite this

@article{7a7c41239a4e4cffa980c5ba35574d5e,
title = "Corporate social responsibility and hospital brand advocacy: Mediating role of trust and patient-hospital identification and moderating role of hospital type",
abstract = "Purpose: This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach: The sample of 455 hospital patients was surveyed in Vietnam. Findings: The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications: Hospitals can promote patients’ organic word of mouth through CSR initiatives and focusing on the reliability, safety and quality of care. Originality/value: This study examines the mediation effects of trust and PHI and moderating role of hospital type in the relationships between two components of CSR effort and hospital brand advocacy.",
keywords = "Brand advocacy, Corporate social responsibility, Hospital type, Patient-hospital identification, Trust in hospital",
author = "Limbu, {Yam B.} and Long Pham and Manveer Mann",
year = "2019",
month = "1",
day = "1",
doi = "10.1108/IJPHM-04-2019-0029",
language = "English",
journal = "International Journal of Pharmaceutical and Healthcare Marketing",
issn = "1750-6123",
publisher = "Emerald Group Publishing Ltd.",

}

TY - JOUR

T1 - Corporate social responsibility and hospital brand advocacy

T2 - Mediating role of trust and patient-hospital identification and moderating role of hospital type

AU - Limbu, Yam B.

AU - Pham, Long

AU - Mann, Manveer

PY - 2019/1/1

Y1 - 2019/1/1

N2 - Purpose: This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach: The sample of 455 hospital patients was surveyed in Vietnam. Findings: The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications: Hospitals can promote patients’ organic word of mouth through CSR initiatives and focusing on the reliability, safety and quality of care. Originality/value: This study examines the mediation effects of trust and PHI and moderating role of hospital type in the relationships between two components of CSR effort and hospital brand advocacy.

AB - Purpose: This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach: The sample of 455 hospital patients was surveyed in Vietnam. Findings: The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications: Hospitals can promote patients’ organic word of mouth through CSR initiatives and focusing on the reliability, safety and quality of care. Originality/value: This study examines the mediation effects of trust and PHI and moderating role of hospital type in the relationships between two components of CSR effort and hospital brand advocacy.

KW - Brand advocacy

KW - Corporate social responsibility

KW - Hospital type

KW - Patient-hospital identification

KW - Trust in hospital

UR - http://www.scopus.com/inward/record.url?scp=85074361315&partnerID=8YFLogxK

U2 - 10.1108/IJPHM-04-2019-0029

DO - 10.1108/IJPHM-04-2019-0029

M3 - Article

AN - SCOPUS:85074361315

JO - International Journal of Pharmaceutical and Healthcare Marketing

JF - International Journal of Pharmaceutical and Healthcare Marketing

SN - 1750-6123

ER -