The Effect of Social responsibility on Hospital Brand Value Case Study: Shahid Sadoughi Hospital of Yazd

In recent years، it is widely believed that one of the most valuable assets of organizations، is the brand of their products /services. Brand value is a reflection of their social responsibility leading not only to the improvement of their status quo but also to the enhancement of their special brand value. This is an applied study in which a population of 561 employees working in Shahid sadoughi Hospital of Yazd was included. Stratified random sampling was used to select a sample of 250 of staff. Data were collected by a questionnaire and then were analyzed by LISREL 8. 72 using confirmatory factor analysis and structural equation modeling technique. Data analysis was used to confirm the relationships between variables. The findings showed that social responsibility in the dimensions of community، customers and the environment had a significantly positive effect on perceived quality. Social responsibility in the dimension of community had a significant impact on brand associations. Social responsibility also had a significant effect on brand awareness in employees and environment dimensions. Moreover، the relationship between perceived quality and brand associations with brand loyalty was confirmed. It is essential for hospitals to give priority to social responsibility for maintaining their position in society، survival، and success in the work.