Introduction: Given fast grow and competition in the healthcare industry, managers and health activists in this sector need to adopt strategies for branding. The purpose of the study was to develop a conceptual model for branding in the healthcare industry to build brand advocacy and positive brand image. Methods: The study includes patients referred to a military hospital in May 2018. Data gathered by questionnaire, and 162 surveys were collected by simple random sampling method. To test the hypotheses, the conceptual model was analysed by structural equation modeling with SmartPLS® software. Results: The affective commitment and brand trust could predict brand advocacy. CSR significantly impacts brand image and affective commitment, furthermore brand attitude and COB significantly impact brand trust. There was no significant relationship between brand trust and affective commitment with brand image. Conclusion Organizations can improve brand image and establish brand support through investing resources on branding. This study contributes insights for marketing managers in developing successful branding strategies for health care organizations.
Background and Aim: One of the most effective ways to improve efficiency in organizations is human resources management. Job Anchors and Organizational Commitment are constructs having important implications for human resources management practices, especially in efficiency. The purpose of this perusal was to study a structural equation model (SEM) of the impact of job anchors and organizational commitment on efficiency in a military hospital. Methods: The statistical population of this study was the personnel of a military hospital, which gathered accomplishing simple random sampling method. As a result, the research used two hundred and thirty questionnaires so to analyse, accomplishing as survey was developmental-applied, that was, requirement data with questionnaires. To measure efficiency, organizational commitment and job anchors variables respectively the Persian version of Hersey & Goldsmith, Meyer & Allen, and Schein questionnaires standard were used. In order to test the research conceptual model, structural equations modelling based on partial least squares method was used, and the model was analysed using AMOS statistical software. Results: The results of data analysis demonstrated that hidden variables such as organizational commitment, job anchors, and efficiency had acceptable convergent validity, and the fitness of the conceptual model was confirmed. Based on the research model analysis, organizational commitment did not have impact on efficiency, and job anchors had a positive and significant impact on efficiency. Eventually, the modified model showed that organizational commitment variable moderates the connection between job anchors and efficiency. Conclusion: In light of the findings of this research, managers of military organizations should develop programs to create and improve organizational commitment in personnel. Furthermore, they should pay attention to employees' characteristics and the proportion of their occupation with job anchors in cases of changing and promoting employees. Implementing aforementioned items will have a positive impact on improving the efficiency of military organizations.
