Development and Validation of a Brand Reputation Model in the Medical Equipment Industry Using an Interpretive Structural Modeling Approach
Keywords:
Brand reputation, brand reputation development, medical device industry, structural-interpretive modeling, ISM, structural equation modeling, SEMAbstract
This study aimed to develop and validate a brand reputation model in the medical equipment industry using Interpretive Structural Modeling, MICMAC analysis, and Partial Least Squares Structural Equation Modeling. This applied and exploratory study was conducted in two sequential stages. In the first stage, 12 academic experts and medical equipment industry specialists were selected through purposive sampling, and Interpretive Structural Modeling was used to determine the relationships among the identified factors and their hierarchical levels. MICMAC analysis was then conducted to assess the driving power and dependence of the variables. In the second stage, the resulting model was validated using data collected from 250 managers, marketing and sales specialists, and brand development professionals working in medical equipment companies. Data were gathered using a researcher-developed questionnaire and analyzed through PLS-SEM using SmartPLS. The ISM results showed that innovation and technological capability occupied the deepest structural level and functioned as the principal driving factor, whereas brand reputation was positioned at the highest level as the ultimate outcome. In the structural model, innovation and technological capability significantly predicted perceived product quality (β=0.52), professional and technical credibility (β=0.46), and responsibility and ethical behavior (β=0.41). Perceived product quality significantly predicted customer satisfaction and experience (β=0.43). Stakeholder trust significantly predicted perceived brand value (β=0.35), stakeholder loyalty (β=0.32), and brand reputation (β=0.21). Customer satisfaction and experience significantly predicted perceived brand value (β=0.40) and stakeholder loyalty (β=0.44). Perceived brand value (β=0.37) and stakeholder loyalty (β=0.34) directly predicted brand reputation. The final model explained 67.2% of the variance in brand reputation. Brand reputation development in the medical equipment industry is a multilevel and systematic process that begins with technological and organizational capabilities and progresses through product quality, professional credibility, trust, satisfaction, perceived value, and loyalty, indicating that reputation management requires an integrated approach rather than reliance on promotional activities alone.
Downloads
References
Alves, J., Teixeira, S., Oliveira, Z., & Teixeira, S. (2024). Factors influencing brands' reputation on social media. Management & Marketing, 19(4), 692-709. https://doi.org/10.2478/mmcks-2024-0031
Anggraini, W. P. (2025). The Influence of Online Customer Reviews, Brand Reputation, and Brand Trust on the Purchase Intention of Somethinc Skincare Products on Shopee. Jurnal Economic Resource, 8(1), 240-253. https://doi.org/10.57178/jer.v8i1.1321
Asad, S. (2024). The Effect of Social Media Influencers on Brand Trust and the Moderating Role of Brand Reputation on Brand Commitment and Brand Loyalty. Market Forces, 19(1). https://doi.org/10.51153/mf.v19i1.643
Barnes, B. G., Cussatt, M., Demeré, P., & Harp, N. L. (2024). Can a Viral Blunder Damage Auditor Brand Name Reputation? Evidence From Envelopegate. Journal of Accounting Auditing & Finance, 41(1), 59-93. https://doi.org/10.1177/0148558x241264431
Bazdar, H. (2024). Strategies for Increasing and Improving the Brand Reputation of Sepah Bank's Current Account. Strategic Studies in Finance and Banking, 2(2), 73-83. https://www.journal-fbs.com/article_201008.html?lang=en
Brahmi, M., Hussain, Z., Majeed, M. U., Khan, A., Qureshi, M. A., & Bansal, R. (2025). Corporate social responsibility's influence on brand image in the automotive sector: The corporate reputation and product quality role. Administrative Sciences, 15(4), 121. https://doi.org/10.3390/admsci15040121
Caruana, A., & Vella, J. (2024). Communal-brand connection and service loyalty: the mediation effect of corporate reputation and customer satisfaction among retail banking customers. International Journal of Bank Marketing, 42(7), 1472-1491. https://doi.org/10.1108/IJBM-01-2024-0012
Dehghani Ghahnooiyeh, A., Seifollahi, N., Bashkouh Ajirloo, M., & Zarei, G. (2025). Explaining the role of omnichannel characteristic dimensions in the relationship between customer brand engagement and brand value co-creation with the moderating role of brand reputation. Business Management, 17(2), 359-388.
Foroudi, P., Tzempelikos, N., Melewar, T. C., & Dennis, C. (2025). Branding with Purpose: Corporate Reputation, CSR, and SDGs in Advertising. International Journal of Advertising, 44(8), 1395-1406. https://doi.org/10.1080/02650487.2025.2589688
Ghorbanzadeh, D., & Sharbatiyan, M. (2024). The role of website features in creating value co-creation behaviors and enhancing the brand image and reputation of higher education institutions. Interactive Technology and Smart Education, 21(1), 21-43. https://doi.org/10.1108/ITSE-12-2021-0225
Haji Babaei, H., & Ghamari, H. (2025). The Effect of Social Responsibility on Employees' Perception of Brand Equity with the Mediating Role of Brand Reputation. Eleventh National Conference on Modern Studies and Research in Humanities, Management, and Entrepreneurship in Iran, Tehran.
Hamidzadeh Arbabi, A., Seifollahi, N., Zarei, G., & Bashokoh Ajirloo, M. (2025). Designing a Digital Brand Reputation Model in the Banking Industry. Scientific Journal of Business Management Explorations, 17(40), 1-21. https://bar.yazd.ac.ir/article_3841.html
Juaton, E. J., Enaga, A., Lazaro, J. M. B., & Carmona, H. B. (2025). Social Media Influence, Brand Reputation, and Electronic Word-of-Mouth Marketing: A Structural Equation Model on Consumer Purchase Decision Making on Apparel Businesses. International Journal of Research and Innovation in Social Science, 9(5), 1519-1537. https://doi.org/10.47772/IJRISS.2025.905000121
Kurniawati, S., & Larasati, N. (2026). Pengaruh employer branding, corporate reputation dan organizational attractiveness terhadap intention to apply: Studi kasus karyawan swasta Gen Z di Kota Surakarta. PENG: Jurnal Ekonomi dan Manajemen, 3(1), 1104-1118. https://doi.org/10.62710/9awzvx88
Malekan, M., Irannejad, M., & Kavei, M. (2026). Evaluating the Role of Brand Reputation in the Success of Initial Communications with Customers: A Systematic Review. Mashhad. https://civilica.com/doc/2664747
Mohammadzadeh, Z., Basafa Ahmadi Abadi, F., & Taherpour Kalantari, H. (2024). The Role of Participation, Identification, Reputation, and Attachment in Creating a Credible Academic Brand with a Strategic Plan (Case Study: Islamic Azad University). Journal of Strategic Management Advances, 1(1), 81-104. https://sma.imamreza.ac.ir/article_205852.html?lang=en
Mwaifyusi, H. A., & Magobe, M. J. (2025). Influence of Brand Awareness, Attitude and Reputation on Performance of Telecommunication Companies in Tanzania: The Moderating Role of Customer Satisfaction. Pan-African Journal of Business Management, 9(2), 97-117. https://doi.org/10.61538/pajbm.v9i2.1895
Nugroho, W. F., & Yuliana, L. (2024). Analysis of Brand Awareness, Brand Loyalty and Brand Reputation on Purchase Decisions. Jurnal Bisnis Dan Manajemen, 11(1), 63-74. https://jurnal.unmer.ac.id/index.php/jbm/article/view/12636
Rahma, D. N., & Nasir, M. (2024). Understanding Brand Loyalty: The Impact of Brand Reputation, Corporate Reputation, and Brand Experience with Mediating Satisfaction on Skincare Facetology. Jurnal Orientasi Bisnis dan Entrepreneurship, 5(2), 150-162. https://doi.org/10.33476/jobs.v5i2.4855
Saputri, R. Z., Putra, M. F. R., & Yuliana, L. (2024). Analysis of Brand Credibility and Brand Reputation on Brand Performance. Jurnal Ekonomi, 13(01), 2311-2320. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/4279
Sun, X., Zhang, Y., & Feng, J. (2024). Impact of online information on the pricing and profits of firms with different levels of brand reputation. Information & Management, 61(1), 103882. https://doi.org/10.1016/j.im.2023.103882
Torabi, S., Ghotnian, S., Afsharmand, Z., & Moslehi, M. (2025). Designing balanced-scorecard-based marketing strategies to enhance the brand and media reputation of the Tehran Municipality Sports Organization. Communication Research, 32(1), 203-225.
Downloads
Publication Timeline
- Submitted
- Revised
- Accepted
Issue
Section
License
Copyright (c) 2025 Rozhan Pouryan (Author); Seyed Reza Hasani (Translator); Farshid Namamian, Sepideh Kazemi (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
