Medical tourism brand equity in emerging markets: scale development and empirical validation

Diya Guha Roy, Sujoy Bhattacharya and Srabanti Mukherjee

International Journal of Emerging Markets, 2022, vol. 18, issue 11, 5172-5194

Abstract: Purpose - This research theoretically proposed and empirically validated a Customer-Based Brand Equity (CBBE) scale specifically for Medical Tourism for emerging economies including recent findings from tourism theories such as gravity model and signalling theory, but more specifically accommodating political, cultural, economic, legal and social influences. Design/methodology/approach - In-depth literature reviews from tourism, medical tourism, healthcare and hospitality domains are used to propose the theoretical model. The authors have used the lavaan package inRfor the empirical analysis and model verification. Findings - The research included, tested and verified the established latent variables such as “brand awareness”, “brand association”, “perceived quality” and “loyalty”, along with new observed variables for the CBBE scale from the theoretical perspectives of this research. “Infrastructure” has emerged as a new scale construct and “culture” was found to be a moderating variable for “perceived quality” in the CBBE scale, which are novel additions to the literature. Originality/value - The research contributed to scale refining, latent construct assessment, and fine-tuning of the observed variables for the mentioned theoretical gaps.

Keywords: Medical tourism; Customer-based brand equity scale; Culture; Infrastructure; Moderation (search for similar items in EconPapers)
Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:eme:ijoemp:ijoem-05-2021-0805

DOI: 10.1108/IJOEM-05-2021-0805

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