Why is brand equity so important for public healthcare managers? A case study of citizens’ perceptions in Ireland

Introduction: ​​This study aims to analyse the importance of brand equity within Ireland's Health Service Executive (HSE). To this end, the relevant literature was examined to identify the variables that determine brand equity within the healthcare industry. Methodology: An empirical study was conducted in Cork, Ireland, based on a valid sample of 418 responses from citizens. Five-point Likert scales were employed to assess the critical elements of brand equity, building upon the findings of prior studies. The analysis was performed using IBM SPSS 29 and SmartPLS 4. Results and discussion: The study quantitatively reinforces the positive effect of brand awareness, brand image, perceived quality, and brand loyalty on brand equity, with brand loyalty being the most significant factor. Citizens' educational level and occupational status have a partial effect on average perceptions of brand equity and its constituent variables. Conclusions: This empirical study successfully bridges the gap between theoretical concepts and real-world applications. Its findings are an invaluable resource for managers of all public health systems when making decisions.