Physicians’ Brand Personality: Building Brand Personality Scale

Shafiee, Reza; Ansari, Fahimeh; Mahjob, Hossein

doi:10.1080/15332969.2021.1989890

Cited by 5 publications

(4 citation statements)

References 68 publications

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“…Patients view doctors and nurses as human brands with unique personalities (Shafiee et al 2022). Doctors' and nurses' behaviors determine patients' perceptions about the hospital's brand (Zhao 2021).…”

Section: Discussionmentioning

confidence: 99%

“…This area is essential for citizens and contributes to improving societies (De Las Heras-Pedrosa et al 2020). Health communication experts respect five main principles: first, promoting human values, such as compassion or empathy, to establish meaningful relationships among healthcare organizations and their stakeholders (Shafiee et al 2022); second, respecting ethical standards and legal frameworks to reinforce these organizations' scientific credibility (Merminod and Benaroyo 2021); third, implementing health education initiatives to change people's behaviors and strengthen their empowerment (Finset et al 2020); fourth, integrating cultural elements, such as language or history, into health communication strategies to efficiently influence stakeholders' perceptions about healthcare organizations (Tong et al 2021); fifth, implementing initiatives that fulfill the needs of these organizations' stakeholders from a medical, social, and emotional perspective (Tsai et al 2021).…”

Section: Corporate Communication In Hospitalsmentioning

confidence: 99%

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The Role of Smart Technologies in French Hospitals’ Branding Strategies

Medina Aguerrebere,

Medina,

Gonzalez Pacanowski

2024

Journalism and Media

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Hospitals resort to different initiatives to build their brands, including media relations, events, and marketing campaigns. However, they face several challenges related to legal frameworks, patients’ new demands, and hospitals’ digital transformation. This paper analyzes how the best hospitals in France manage smart technologies to enhance their relationships with stakeholders and reinforce their brands. We resorted to the World’s Best Hospitals 2023 to identify the 150 best hospitals in this country. Then, we defined 34 branding indicators to evaluate how each hospital managed smart technologies for branding purposes. We adapted these criteria to different platforms and targets: homepage (patients), online newsroom (media companies), About Us section (suppliers, shareholders, and public authorities), and artificial intelligence department (employees). When analyzing these criteria, we resorted to a binary system and only considered hospitals’ official websites. Our results proved that 98% of hospitals had a website, but not all respected the criteria related to the homepage (4.54 of 11), online newsroom (2.52 of 11), or About Us section (1.56 of 6). The best hospitals in France, according to the number of criteria respected, were Institut Curie-Oncology (20), Institut Gustave Roussy–Oncology (19), and Hôpital Paris Saint-Joseph (19). We concluded that French hospitals should implement collective branding processes that include all stakeholders, not just patients: media companies, public authorities, suppliers, shareholders, and employees. Moreover, these organizations should implement an in-house artificial intelligence department that leads a digital transformation from a medical, branding, and communication perspective. Finally, French hospitals’ branding efforts on smart platforms should focus more on content about the brand so that stakeholders understand the uniqueness of these organizations.

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Section: Discussionmentioning

confidence: 99%

Section: Corporate Communication In Hospitalsmentioning

confidence: 99%

The Role of Smart Technologies in French Hospitals’ Branding Strategies

Medina Aguerrebere,

Medina,

Gonzalez Pacanowski

2024

Journalism and Media

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“…Experts in branding hospitals consider patients' and doctors' perceptions from a medical, social, and human perspective (Mheidly & Fares, 2020). For this reason, several hospitals recruit experts in humanities -philosophy, sociology, etc.-to launch branding initiatives (Li & Xu, 2020) that promote values such as knowledge, empathy, compassion, and transparency (Shafiee, Ansari & Mahjob, 2022). According to these experts, doctors and nurses must respect four principles when they use social media, websites, and mobile apps for branding purposes: a) complying with ethical standards and legal frameworks (Nageshwaran, Harris & Guerche-Seblain, 2021); b) respecting stakeholders' rights to know how their data are used and requiring them an informed consent when needed (Schmit et al, 2020); c) helping stakeholders, especially patients, in a honest way without judging them (Véliz, 2019); and d) sharing information allowing stakeholders to understand the hospital's brand in an unbiased way (Reed-Berendt, Dove & Pareek, 2020).…”

Section: Smart Reputation Managementmentioning

confidence: 99%

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

Medina-Aguerrebere,

Medina,

González-Pacanowski

2024

Communication & Society

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Hospitals use different technological tools to implement corporate communication initiatives and, in this way, improve their relationships with stakeholders (employees, patients, media companies) and build a reputed brand. However, they face different barriers: limited budgets for corporate communication, strict legal frameworks, and stakeholders’ new needs regarding information and emotional support. This paper aims to analyze how the 100 best hospitals in the United States manage smart technologies to promote their brand. To do that, we conducted a literature review about smart hospitals, branding, and corporate communication; and then we defined 34 quantitative indicators to evaluate how the hospitals previously mentioned managed their websites, online newsrooms, about us sections, and artificial intelligence department web sites for reputation purposes. Our results proved that most hospitals respected indicators related to the homepage (8.67/11) but not those referring to online newsrooms (4.44/11) or about us sections (2.66/6). Besides, only 23 hospitals had implemented a department specialized in artificial intelligence that collaborated with external organizations. We concluded that most American hospitals focused their reputation efforts on patients rather than other targets (media companies, employees, suppliers, shareholders); and that these organizations did not integrate enough artificial intelligence projects into their smart branding initiatives.

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“…Selfcongruency theory suggests that consumers are more likely to have positive perceptions and evaluations of products or services that are consistent with their self-concept (Hu, He, & Liu, 2022). According to self-congruency theory, consumers may develop emotional connections with AI robots, which are perceived as having a unique personality or identity that aligns with the consumer's self-concept (Shafiee, Ansari, & Mahjob, 2022).…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

Where have the ethical and moral standards landed? Consumer self-congruency and psychological distance in the context of AI-based services

Jin

2023

IHR

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PurposeThe purpose of this study is to provide insights and guidance for practitioners in terms of ensuring rigorous ethical and moral conduct in artificial intelligence (AI) hiring and implementation.Design/methodology/approachThe research employed two experimental designs and one pilot study to investigate the ethical and moral implications of different levels of AI implementation in the hospitality industry, the intersection of self-congruency and ethical considerations when AI replaces human service providers and the impact of psychological distance associated with AI on individuals' ethical and moral considerations. These research methods included surveys and experimental manipulations to gather and analyze relevant data.FindingsFindings provide valuable insights into the ethical and moral dimensions of AI implementation, the influence of self-congruency on ethical considerations and the role of psychological distance in individuals’ ethical evaluations. They contribute to the development of guidelines and practices for the responsible and ethical implementation of AI in various industries, including the hospitality sector.Practical implicationsThe study highlights the importance of exercising rigorous ethical-moral AI hiring and implementation practices to ensure AI principles and enforcement operations in the restaurant industry. It provides practitioners with useful insights into how AI-robotization can improve ethical and moral standards.Originality/valueThe study contributes to the literature by providing insights into the ethical and moral implications of AI service robots in the hospitality industry. Additionally, the study explores the relationship between psychological distance and acceptance of AI-intervened service, which has not been extensively studied in the literature.

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Physicians’ Brand Personality: Building Brand Personality Scale

Cited by 5 publications

References 68 publications

The Role of Smart Technologies in French Hospitals’ Branding Strategies

The Role of Smart Technologies in French Hospitals’ Branding Strategies

Promoting Hospitals’ Reputation through Smart Branding Initiatives. A Quantitative Analysis of the Best Hospitals in the United States

Where have the ethical and moral standards landed? Consumer self-congruency and psychological distance in the context of AI-based services

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