Title: Brand positioning in the medical tourism industry: a brand personality perspective

Authors: Michael Guiry

Addresses: H-E-B School of Business and Administration, University of the Incarnate Word, 4301 Broadway, CPO #109, San Antonio, TX 78209, USA

Abstract: This research extends the conceptualisation and measurement of brand personality to the medical tourism industry. It is the first study to apply Aaker|s (1997) brand personality dimensions to analyse the brand positioning strategies being used in medical tourism advertisements. A content analysis is presented of business-to-consumer advertisements that appeared in Medical Tourism Magazine between 2007 and 2009. The results show that medical tourism providers are communicating clear and distinct brand personalities in their ads, with competence and sincerity being portrayed most frequently. The study establishes a foundation for future research on brand personality in the medical tourism industry. Suggestions for future research are offered.

Keywords: brand positioning; brand personality; brands; branding; content analysis; David Aaker; USA; United States; advertisements; periodicals; trade journals; magazines; advertising; business-to-consumer; competence; sincerity; marketing; behavioural research; healthcare research; medical tourism.

DOI: 10.1504/IJBHR.2010.037078

International Journal of Behavioural and Healthcare Research, 2010 Vol.2 No.1, pp.20 - 37

Published online: 23 Nov 2010 *

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