Guha Roy, Diya; Mukherjee, Srabanti; Bhattacharya, Sujoy - In: International Journal of Pharmaceutical and Healthcare … 12 (2018) 3, pp. 348-370
Purpose: The medical tourism market across the globe lacks a consolidated, standard customer-based brand equity (CBBE) scale till the present day. The purpose of this research is to theorize a scale with probable existing dimensions and based on prior literature adding culture and...