Article1994

Hospital Advertising

27 citations0/0 files storedJournal of Services Marketing

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Marketing and Advertising Strategies Health, Technology, Consumer Behavior Healthcare, Law, Governance, and Management Studies

Abstract

Examines the factors that influence consumer dispositions toward hospital advertising. Both perceptual and demographic variables were included in the analysis. The results suggest that when hospital advertisements are perceived as helpful and not adding to patients′ costs, consumers are likely to favor this marketing activity. With the exception of education, demographic factors did not have a significant effect on the dependent variable.

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1979Review of Psychometric theory (2nd ed.).1971Industrial Market Structure and Economic Performance.1977Marketing Research: Methodological Foundations 1970Marketing Research 1985The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel 2025Marketing: An Introduction 1981Attitude toward the AD as a Mediator of Consumer Brand Choice 1986Consumer Response to Television Commercials: The Impact of Involvement and Background Music on Brand Attitude Formation

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