Corporate visual identity: a case in hospitals.
This paper aims to present a perspective to better understand corporate identity through examining the perceptions of Turkish patients and develop a corporate visual identity scale. While there is no study related to corporate identity research on hospitals in Turkey as a developing country, understanding consumer's perceptions about corporate identity efforts of hospitals could provide different perspectives for recruiters. When the hospitals are considered in two different groups as university and state hospitals, the priority of the characteristics of corporate visual identity may change, whereas the top five characteristics remain the same for all the hospitals.
Alkibay
Sanem
S
Gazi University, Commerce & Tourism Education Faculty, ankara, Turkey. salkibay@gazi.edu.tr
Ozdogan
F Bahar
FB
Ermec
Aysegul
A
D000293:Adolescent; D000328:Adult; D000368:Aged; D003625:Data Collection; D005260:Female; D006779:Hospitals, Public; D006785:Hospitals, University; D006801:Humans; D008297:Male; D008389:Marketing of Health Services; D008875:Middle Aged; D011639:Public Opinion; D012196:Review Literature as Topic; D014421:Turkey; D055815:Young Adult