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EnglishThe article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions.
Hospital branding in Italy: A pilot study based on the case method, 2017-02.
| Autori: | ESPOSITO, ANNAMARIA |
| Data di pubblicazione: | feb-2017 |
| Titolo: | Hospital branding in Italy: A pilot study based on the case method |
| Rivista: | |
| Nazione editore: | United States |
| Editore: | Taylor & Francis (Routledge) |
| Volume: | 34 |
| Fascicolo: | 1 |
| Pagina iniziale: | 1 |
| Pagina finale: | 13 |
| Numero di pagine: | 13 |
| Revisione (peer review): | esperti anonimi |
| IF: | senza ISI Impact Factor |
| Rilevanza: | internazionale |
| Lingua: | English |
| Digital Object Identifier (DOI): | http://dx.doi.org/10.1080/07359683.2016.1275211 |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese |
| Keywords: | Branding hospitals, communication, corporate brand |
| Abstract: | The article investigates if, and in affirmative case how, Italian hospitals are managing corporate brand communication. Thanks to results of qualitative research, this article offers insights on Italian hospital branding. The pilot study based in the case method is to be considered a starting point for wider investigations on this topic, and it is useful for managers and practitioners who want to understand the role of corporate brand in hospital communication management and to connect health care professionals with the audience in a meaningful way in those countries in which the health care system is a mix of both public and private institutions. |
| Numero degli autori: | 1 |
| Supporto: | Online |
| Data di accettazione: | giu-2015 |
| Appare nelle tipologie: | 1.01 Articolo in rivista |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| Esposito_Hospital_Branding_07359683.2016.pdf | Articolo principale | N/A | Administrator |
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