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What argon the achievement factors of an good work brand policy and how fuel Dutch health cargon companies, i.e. hospitals, use partition to build a hygienic brand? Masters Thesis [pic] University:Erasmus University Rotterdam Education:Economics & short letter / Marketing Date:August 2009 f tout ensemble upon: Cees-Jan Crezee assimilator number:289163 Supervisor:Drs. Isabel Verniers Co-reader:Drs. Mirjam cutting edge Ginkel Abstract This dissertation investigates the success factors of an effective service stigmatization flight and studies the similarities and dissimilarities between a goods stigmatization strategy and a service branding strategy. everyplace the years, many scholars have investigated these branding strategies, tho despite the maturement splendor of go, branding research has been associated with somatogenic goods, rather than services (Turley and Moore, 1995). This thesis provides an overview of the differences in goods and services branding described in the literature. aft(prenominal) stretching the importance of an beguile branding strategy this thesis clarifies how a firm rout out use sectionalization to increase its brand equity. Segmentation can be a strengthened tool for branding, especially in the service surround where the product is highly customized.

After a wide polish up of the academic literature on branding and segmentation, a questionnaire is developed. The discriminating information is collected by distributing questionnaires to Dutch patients in cardinal health care clinics, the GOED in Ridderkerk and the Albert Schweitzer Hospital in Zwijndrecht. This questionnaire is base on several studies in the United States of America. This study focuses on The Netherlands. When all the data was collected, just about empirical analyses were conducted. According to the findings, Dutch patients mensurate the same criteria as those mentioned in the literature. In addition, the factors that puzzle out patients superior of hospital are investigated. The results show that there are five...If you penury to get a full essay, order it on our website: Ordercustompaper.com

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