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  •   Nazmun Nahar Emma

  •   Sharjana Alam Shaily

Abstract

The healthcare sector is one of the most important industries in the economy of a country. Ethical practices in this sector are crucial for organizations to follow. The main aim of this paper is to analyze and evaluate the impact of business ethics on the brand image in the healthcare sector. The authors have chosen Evercare Hospital which is situated in Bangladesh as their case to carry out the research for this paper. Primary data for this research has been collected from a sample size of 110 respondents, which includes both employees and customers of Evercare Hospital, with the help of a structured set of survey questions. The data collected has been analyzed using SPSS as per the purposes of the current research. The research has revealed that carrying out ethical practices has a positive impact on the brand image of a company. Therefore, Evercare Hospital needs to focus on its ethical practices and carry them out properly to further strengthen its brand image.

Keywords: Brand Image, Ethical Practice, Evercare Hospital, Healthcare Sector

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How to Cite
Emma, N. N., & Shaily, S. A. (2020). How Business Ethics Can Enhance the Brand Image in the Healthcare Sector – A Case Study of Evercare Hospital in Bangladesh. European Journal of Business and Management Research, 5(6). https://doi.org/10.24018/ejbmr.2020.5.6.590