<![CDATA[This study examined the influence of hospital branding on healthcare reputation and patient loyalty using the proposed Customer-Based Brand Equity (CBBE) framework. A quantitative explanatory research design was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Data were collected from 150 patients at private hospitals using a structured Likert-scale questionnaire and analyzed with SmartPLS software through a two-stage evaluation of the measurement and structural models. The results showed that hospital branding had a significant positive effect on healthcare reputation (? = 0.72, p < 0.001) and patient loyalty (? = 0.30, p < 0.01). Furthermore, healthcare reputation significantly influenced patient loyalty (? = 0.65, p < 0.001) and partially mediated the relationship between hospital branding and patient loyalty, jointly explaining 52% and 68% of the variance in healthcare reputation and patient loyalty, respectively. These findings highlight the strategic importance of branding in strengthening hospital competitiveness and patient retention. This study contributes to the healthcare marketing literature by extending the application of CBBE to healthcare services and provides practical guidance for hospital managers seeking to develop reputation-driven loyalty strategies in an increasingly competitive healthcare market in developing countries.]]>
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