Objective To explore a brand equity assessment method that is close to the practice of hospital brand management,so as to provide hospital managers with a scientific basis for brand management and decision-making support.Methods On the basis of literature research,questionnaires were prepared for patients and residents to collect their perceptions and evaluations of hospital brand equity.Unstructured interviews were conducted to understand patients'and residents'perceptions,attitudes and expectations of the hospital brand.Net promotor score(NPS)was used to measure patients'and residents'overall willingness to recommend the hospital,analytic hierarchy process(AHP)was used to determine the weights of brand equity dimensions,paired-sample t-test was used to compare the differences between the two hospitals on brand equity dimensions,and multivariate regression analysis was used to explore the relationship between brand equity and hospital performance.Results The study confirmed that Hospital H had a higher number of positive associations,new media communication,medical technology,and composite scores than the control hospital(p<0.05),and its NPS and total brand equity score were higher than those of the control hospital.Conclusion The hospital brand equity assessment method explored in this study can objectively and comprehensively assess hospital brand equity,provide scientific guidelines for hospital managers,help them formulate brand management strategies,and enhance the hospital's brand competitiveness and market position.
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