Scholarlink

Healthcare branding is increasingly central to reputation, trust, and service quality. This PRISMA-guided systematic review synthesizes 34 peer-reviewed studies (2019–2025) identified from Scopus and related sources. Findings show dominance of quantitative designs using SEM/PLS-SEM, rising digital and AI-driven branding, and hospital-focused contexts, with growing attention to telemedicine and medical tourism, especially in developing countries. Bibliometric mapping (VOSviewer) and thematic analyses consolidate key theories, Brand Equity, Service Quality, Brand Trust, and Smart/Digital Branding. We outline gaps in qualitative evidence, cross-cultural comparisons, and explainable AI, and practical implications for strategies aligned with SDGs 3, 10, and 17.

错误：搜索内容不能为空，请输入英文关键词
错误：关键词超出字数限制，请精简
高级检索

In the Digital Age, Branding for Sustainable Healthcare

  • 会议论文

  • 发表日期：

    2026年

查看全文
  • Wahyu Sardjono,
  • Deltu Ariesa,
  • Maryani,
  • Trias Septyoari Putranto,
  • Azani Cempaka Sari,
  • Ilham Radito,
  • Hasyiya Karimah Adli

摘要

Healthcare branding is increasingly central to reputation, trust, and service quality. This PRISMA-guided systematic review synthesizes 34 peer-reviewed studies (2019–2025) identified from Scopus and related sources. Findings show dominance of quantitative designs using SEM/PLS-SEM, rising digital and AI-driven branding, and hospital-focused contexts, with growing attention to telemedicine and medical tourism, especially in developing countries. Bibliometric mapping (VOSviewer) and thematic analyses consolidate key theories, Brand Equity, Service Quality, Brand Trust, and Smart/Digital Branding. We outline gaps in qualitative evidence, cross-cultural comparisons, and explainable AI, and practical implications for strategies aligned with SDGs 3, 10, and 17.