摘要：Our study aim is to present the systematic review and conception of the potential research concerning brand socialization and brand engagement and how they find out about the brand loyalty among private hospital patrons. Currently, the health care industry in developing countries is playing a crucial role to cater for consumers’ needs and demands. The private health care industry in Malaysia is also of no exception—it is undeniably facing intense challenges in trying to deliver the best services to their patrons in the most effective and efficient manner. Of late, marketers, practitioners, and researchers are interested in analysing the key secret behind their engagement with their consumers. Moreover, it would be pointless for firms to spend a significant amount of time and money to build their brands with the patrons will be in vain if they fail to generate profits to stay for long in the industry. Thus, the interaction among consumers is boosted by brand socialization to build engagement which further affects the loyalty of the health care industry. However, as far as the conception process is concerned, researchers may have to deal with a lot of information about brand and branding from past literature which requires some systematic reviews that aim to identify, evaluate critically and assimilate the outcomes of connected and considerable studies so that more proper conception of the research framework can be obtained. The practical implications of this study will both enrich and benefit the researchers and marketers in the health care industry to increase the conceptions of appropriate branding constructs.
关键词：socialization; customer brand engagement; brand loyalty; private health care
