Development and testing of three unique scales measuring the brand image of nursing

Abstract

Purpose Nurses have been called to be leaders in the transformation of health care and to help improve health-care access for the nation’s most vulnerable populations. However, to lead health-care transformation, the profession of nurses must first see themselves as leaders. Unfortunately, nursing has been described as lacking cohesiveness and failing to communicate a consistent brand image. No empirically tested quantitative tools exist to measure the brand identity of nursing, making it difficult to assess where the profession stands in regard to the mantel of leadership. The purpose of this study was to develop empirically sound instruments which could measure nurses’ perceptions of their professional brand image. A total of three scales were developed and then tested: The Nursing Brand Image Scale, Nursing’s Current Brand Position Scale and Nursing’s Desired Brand Position Scale. Design/methodology/approach The factor structure and internal consistency reliability of each scale were examined following survey administration to a national sample of registered nurses. Principal component analyses were used to explore the factor structure of each scale. Item reduction was achieved through examination of the loading of items across the factors and the impact of the item on internal consistency reliability. Findings Respondents to the survey were nursing alumni who received a baccalaureate or master’s degree in nursing at a private, mid-western university, and nursing faculty affiliated with a private, collegiate network (n = 286). For all scales, principal component analysis showed no inter-item correlations >0.9 or <0.1. The Kaiser–Meyer–Olkin measure for sampling adequacy was high and Bartlett’s test of sphericity was significant (p < 0001). The internal consistency reliability of each of the three scales was good to excellent. Current brand position mean scores were highest for the factor “caring advocates for patients/public”, and lowest on “influential leaders”. The most desired brand position mean scores were highest and rated similarly for factors “influential leaders” and “patient-centered caregivers”. Originality/value This study provides strong preliminary evidence for the factor structure and internal consistency reliability for each of the three scales and represents an important first step toward quantitatively measuring the brand image of nursing. However, results suggest there is work to be done if nursing is to formulate and adopt a brand image that consistently reinforces their role as leaders. Further testing of the scales with other nursing populations, the general public and with larger sample sizes is recommended.

Can brand theory help re‐position the brand image of nursing?

“…As discussed earlier in this paper, IOM recommendations have urged nurses to assume key roles ‘as team members and leaders for a reformed and better‐integrated, patient‐centered health care system’ (2010, preface, p. 12). Since nurses in this study indicated a desire for their brand image to be one of ‘leaders in education, research and practice' (Godsey et al, 2018), it could be assumed they are willing to assume such key roles. However, study findings suggest there is much work to be done if nurses are to be recognized and regarded as essential leaders throughout the health care system.…”

“…However, sparse studies exist, which clearly identify and quantitatively measure perceptions of the actual vs desired brand image and brand position for the nursing profession. In one such study, researchers conducted focus groups with nurses and then translated the resulting 42 themes into survey instruments measuring the current and most desired brand image of nursing (Godsey et al, 2018). Nursing's Current Brand Image Scale (NCBIS) and Nursing's Desired Brand Image Scale (NDBIS) were administered to a convenience sample of Bachelor of Science (BS) and Master of Science (MS) nursing alumni ( n = 286) using electronic surveys via SurveyMonkey.…”

“…A most revealing survey finding was that nurses viewed themselves as ‘advocates’, ‘caring/compassionate’, ‘critical thinkers’ and ‘essential members of a healthcare team’, but rarely selected ‘powerful/decision makers’, ‘advanced degrees’, ‘autonomous’, ‘interprofessional’ or ‘health experts’ as representative of their profession. The descriptors ‘researchers’ and ‘technological’ were not selected at all (Godsey et al, 2018). The omission of ‘researchers’ as a descriptor of nursing is concerning since it does not match the profession's imperative for nurses to base their practice on empirical nursing evidence (IOM, 2010; Swanson & Tidwell, 2011).…”

“…When asked which nursing brand position statements were most appealing, the responses of nurses were significantly different ( p = .001). The idea of being Patient‐Centered Caregivers, as well as leaders in education, research and practice, and in health care reform, rose sharply, while the frequently cited descriptor of nursing as a ‘caring profession’ fell to the bottom as the most appealing brand position statement (Godsey et al, 2018). As discussed earlier in this paper, IOM recommendations have urged nurses to assume key roles ‘as team members and leaders for a reformed and better‐integrated, patient‐centered health care system’ (2010, preface, p. 12).…”

“…A thorough review of the literature produced sparse empirical research examining the brand image of the nursing profession. This paper explores findings from recent quantitative field research describing a gap between nurse perceptions of their current vs desired brand position for their profession (Godsey, Hayes, Schertzer, & Kallmeyer, 2018). Branding concepts were applied in a manner which could facilitate a better understanding of issues underlying the nursing profession's current brand position.…”