Designing a Model of Brand Authenticity Drivers in Healthcare with a Focus on Patient Trust

Background: The purpose of this study is to design and present a model of the effective factors influencing brand authenticity in the healthcare sector, with a specific emphasis on its role in building trust among patients. Methods: This research is applied in terms of its purpose and utilizes a mixed-methods (qualitative-quantitative) approach. Based on an interpretive paradigm and an inductive approach, it is exploratory-analytical in nature. The statistical population consisted of industry and academic experts, selected via purposive sampling. The research was conducted in three main stages: ۱) Identifying brand authenticity factors through a systematic review of national and international literature and qualitative content analysis using NVivo software; ۲) Localizing these factors for the healthcare context via the Delphi method; and ۳) Structuring the final model by determining the relationships and hierarchy among the factors using the Interpretive Structural Modeling (ISM) technique. Results: The initial literature review identified ۱۵ potential factors of brand authenticity. Through the Delphi process with experts, ۳ factors were eliminated due to low consensus (average score < ۳), resulting in ۱۲ validated key factors specific to the healthcare sector. The ISM analysis then structured these factors into a four-level hierarchical model. The results pinpointed uniqueness, commitment to customers, brand distinctiveness, and customer engagement as the most influential (Level ۱) drivers. Conversely, Brand’s strong legacy was identified as the most dependent (Level ۴) and foundational factor, indicating that it is significantly influenced by other factors but is crucial for achieving overall brand authenticity. Conclusion: This study provides a novel, validated hierarchical model that delineates the interrelationships between the key factors of brand authenticity in the healthcare sector. It offers valuable strategic insights for managers by highlighting which factors to prioritize, from building a strong brand legacy, ensuring authenticity, and leveraging a rich historyto most effectively build patient trust. The findings empower healthcare sector managers in Iran and similar contexts to develop targeted strategies for enhancing brand perception and fostering long-term patient relationships.

کلیدواژه ها:

Brand authenticity ، Trust building ، Healthcare sector ، Patient trust ، Interpretive Structural Modeling (ISM)