Executive summary of 'Healthcare branding: developing emotionally based consumer brand relationships'

摘要

This summary has been provided to allow managers and executives a rapid appreciation of the content of the article. Those with a particular interest in the topic covered may then read the article in toto to take advantage of the more comprehensive description of the research undertaken and its results to get the full benefit of the material present. The more that companies compete to provide the services or goods upon which their survival depends, the more power the prospective customer gets - more choice, a stronger negotiating position, an increased opportunity to shop around. Or so it seems. Sometimes that customer cannot decide who gets his or her custom merely on the basis of what seems the best deal at the time. This is especially so when healthcare - one of the most important and personalized services a consumer experiences - is being purchased.