The Comparative Study of Yazd Public and Private Hospitals Brand Image in the Customer Mind

Keller (1993) has been defined brand image as “perceptions about a brand as reflected by the brand association held in consumer memory”. These associations refer to any brand aspect within the consumer’s memory. This research aimed to survey 2 public and private hospital’s brand image and compare them. This is a descriptive، applied research that was done trough cross-sectional method. The study was quantitative in nature and used the responses of 420 hospital customers who answered the survey questionnaire about 2 public and private hospitals. Data analysis was performed using SPS 16 software. Based on the research findings، Shahid Sadoughi hospital has an apathetic image in the mind of consumers but Mortaz hospital acquired a positive image in the citizens’ memory. We can conclude that effective interventions to restoration of public hospitals brand image are inevitable.