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July 10, 2026International Journal of Healthcare Management

Advertising in private hospitals: A factor in the user’s decision?

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Authors

IPInês Veiga PereiraJAJoana Araújo

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Overview

Quantitative analysis reveals advertising significantly influences user decisions in private healthcare settings, indicating marketing importance.

Key Points

  • To determine if advertising impacts users' decisions when choosing private healthcare units.
  • Quantitative analysis using multiple regression models to assess the impact of advertising dimensions.
  • Examination of specific advertising dimensions: information, image, future aspects, and distrust.
  • Information dimension significantly influences intention to choose a hospital (p < 0.05).
  • Image of advertising positively affects brand quality and brand equity.
  • Future aspects positively and distrust negatively influence brand equity.

Cite This Study

Pereira et al. (2026) studied this question.

synapsesocial.com/papers/6a508b966eeac72a437a0200https://doi.org/10.1080/20479700.2026.2698585
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