Registered Nurse’s Perception on Nursing Brand Image during the COVID-19 Pandemic Era in Indonesia
DOI:
https://doi.org/10.3889/oamjms.2021.7857Keywords:
Brand, Nursing image, Qualitative studyAbstract
BACKGROUND: Coronavirus disease 2019 (COVID-19) has changed the image of nursing globally. However, the nursing brand image remains limited to explore among registered nurses during the COVID-19 pandemic era in Indonesia.
AIM: This study aims to explore registered nurse’s perception of nursing brand image in Indonesia during the COVID-19 pandemic era.
METHODS: The descriptive qualitative study was conducted using purposive sampling technique. This study enrolled 15 registered nurses who cared for COVID-19 patients. The semi-structured interview was conducted face-to-face within 45–60 min through WhatsApp video calls. Colaizzi’s methods and NVivo 12TM Plus were used for data analysis.
RESULTS: The data analysis revealed five themes, namely, (1) Caring as a nursing brand image; (2) Interprofessional collaboration culture; (3) Providing 24-h holistic care; (4) Being more respected; (5) Becoming a long-life learner.
CONCLUSION: During COVID-19 pandemic era, nurses perceived that nursing brand image becomes more positive in Indonesia.Downloads
Metrics
Plum Analytics Artifact Widget Block
References
Li Z, Zuo Q, Cheng J, Zhou Y, Li Y, Zhu L, et al. Coronavirus disease 2019 pandemic promotes the sense of professional identity among nurses. Nurs Outlook 202;69(3):389-98. https://doi.org/10.1016/j.outlook.2020.09.006 PMid:33077203
Rothan HA, Byrareddy SN. The epidemiology and pathogenesis of coronavirus disease (COVID-19) outbreak. J Autoimmun. 2020;109:102433. https://doi.org/10.1016/j.jaut.2020.102433 PMid:32113704
Lie SA, Wong SW, Wong LT, Wong TG, Chong SY. Practical considerations for performing regional anesthesia: Lessons learned from the COVID-19 pandemic. Can J Anesth. 2020;67(7):885-92. https://doi.org/10.1007/s12630-020-01637-0 PMid:32212103
Stokes‐Parish J, Elliott R, Rolls K, Massey D. Angels and heroes: The unintended consequence of the hero narrative. J Nurs Scholarsh. 2020;52(5):462-6. https://doi.org/10.1111/jnu.12591 PMid:32856396
Sim MR. The COVID-19 pandemic: Major risks to healthcare and other workers on the front line. Occup Environ Med. 2020;77(5):281-2. https://doi.org/10.1136/oemed-2020-106567 PMid:32238444
Godsey JA, Houghton DM, Hayes T. Registered nurse perceptions of factors contributing to the inconsistent brand image of the nursing profession. Nurs Outlook. 2020;68(6):808-21. https://doi.org/10.1016/j.outlook.2020.06.005 PMid:32763085
Kotler P, Keller KL. A Framework for Marketing Management. 6th ed. Boston, MA: Pearson; 2016.
Aaker DA. Building Strong Brands: Simon and Schuster. London: Simon and Schuster; 2012.
Rezvanpour N, Bayat A. Determining effective urban design factors within the branding strategy due to brand city spaces and evaluating city spaces by comparing them to the presented factors. A case study of ChaharBagh Avn, Isfahan, Iran. Energy Procedia. 2017;115:6-17. https://doi.org/10.1016/j.egypro.2017.05.002
Kavaratzis M, Ashworth GJ. City branding: An effective assertion of identity or a transitory marketing trick? Tijdschr Econ Soc Geogr. 2005;96(5):506-14. https://doi.org/10.1111/j.1467-9663.2005.00482.x
ten Hoeve Y, Jansen G, Roodbol P. The nursing profession: Public image, self-concept and professional identity. A discussion paper. J Adv Nurs. 2014;70(2):295-309. https://doi.org/10.1111/jan.12177 PMid:23711235
Yazdannik A, Yekta ZP, Soltani A. Nursing professional identity: An infant or one with Alzheimer. Iran J Nurs Midwifery Res. 2012;17(2 Suppl1):S178-86. PMid:23833602
Godsey J, Perrott B, Hayes T. Can brand theory help re‐position the brand image of nursing? J Nurs Manag. 2020;28(4):968-75. https://doi.org/10.1111/jonm.13003
Rezaei-Adaryani M, Salsali M, Mohammadi E. Nursing image: An evolutionary concept analysis. Contemp Nurse. 2012;43(1):81-9. https://doi.org/10.5172/conu.2012.43.1.81 PMid:23343236
Sheng Q, Zhang X, Wang X, Cai C. The influence of experiences of involvement in the COVID‐19 rescue task on the professional identity among Chinese nurses: A qualitative study. J Nurs Manag. 2020;28(7):1662-9. https://doi.org/10.1111/jonm.13122
Shirey MR. Building your personal leadership brand. Clin Nurse Spec. 2010;24(1):11-3. https://doi.org/10.1097/NUR.0b013e3181c4ac28 PMid:20010178
Maxwell JA. Applied Social Research Methods Series: Vol. 41. Qualitative Research Design: An Interactive Approach. 3rd ed. Thousand Oaks, California: SAGE Publications Inc.; 2013.
Sandelowski M. What’s in a name? Qualitative description revisited. Res Nurs Health. 2010;33(1):77-84. https://doi.org/10.1002/nur.20362 PMid:20014004
Colaizzi PF. Psychological research as the phenomenologist views it descriptive phenomenological method. Psychologist. 1978;28(8):643-4.
Morrow R, Rodriguez A, King N. Colaizzi’s descriptive phenomenological method. Psychologist. 2015;28(8):643-4.
Carnevale FA. Authentic qualitative research and the quest for methodological rigour. Can J Nurs Res Arch. 2016;34(2):121-8. PMid:12425004
Korstjens I, Moser A. Series: Practical guidance to qualitative research. Part 4: Trustworthiness and publishing. Eur J Gen Pract. 2018;24(1):120-4. https://doi.org/10.1080/13814788.2017.1375092 PMid:29202616
Almukhaini SJ, Goldberg L, Watson J. Embodying caring science as islamic philosophy of care: Implications for nursing practice. Adv Nurs Sci. 2020;43(1):62-74. https://doi.org/10.1097/ANS.0000000000000300
Weis D, Schank MJ. Development and psychometric evaluation of the nurses professional values scale revised. J Nurs Measurement. 2009;17(3):221-31. https://doi.org/10.1891/1061-3749.17.3.221 PMid:20069950
Schmidt BJ. Core professional nursing values of baccalaureate nursing students who are men. Nurs Ethics. 2016;23(6):674-84. https://doi.org/10.1177/0969733015579310 PMid:25899723
Guo YJ, Yang L, Ji HX, Zhao Q. Caring characters and professional identity among graduate nursing students in China a cross sectional study. Nurse Educ Today. 2018;65:150-5. https://doi.org/10.1016/j.nedt.2018.02.039 PMid:29579567
Larson MJ, Perkins OI. Transforming nursing education: The NLN education competencies model. Nurs Educ Perspect. 2012;33(3):214. https://doi.org/10.1016/j.nepr.2011.03.007
Morse J, Solberg S, Neander W, Bottorff J, Johnson J. Concepts of caring and caring as a concept. Taehan Kanho. 1991;30(2):49-53. PMid:1921269
Leininger M. Quality of life from a transcultural nursing perspective. Nurs Sci Q. 1994;7(1):22-8. https://doi.org/10.1177/089431849400700109 PMid:8139812
Godsey JA, Hayes T, Schertzer C, Kallmeyer R. Development and testing of three unique scales measuring the brand image of nursing. Int J Pharm Healthc Market. 2018;12(1):2-14. https://doi.org/10.1108/IJPHM-09-2016-0052
Gunawan J, Aungsuroch Y, Sukarna A, Efendi F. The image of nursing as perceived by nurses: A phenomenological study. Nurs Midwifery Stud. 2018;7(4):180-5. https://doi.org/10.4103/nms.nms_24_18
Sommers CL, Tarihoran DE, Sembel S, Tzeng HM. Perceived images and expected roles of Indonesian nurses. Nurs Open. 2018;5(4):501-6. https://doi.org/10.1002/nop2.156 PMid:30338095
Landis TT, Severtsen BM, Shaw MR, Holliday CE. Professional Identity and Hospital‐based Registered Nurses: A Phenomenological Study. Paper Presented at the Nursing Forum; 2020. https://doi.org/10.1111/nuf.12440
El-Awaisi A, O’Carroll V, Koraysh S, Koummich S, Huber M. Perceptions of who is in the healthcare team? A content analysis of social media posts during COVID-19 pandemic. J Interprof Care. 2020;34(5):622-32. https://doi.org/10.1080/13561820.2020.1819779 PMid:32962452
Fitzpatrick JJ. The future of nursing: Leading change, advancing health. Nurs Educ Perspect. 2010;31(6):347-8.
Goldman J, Xyrichis A. Interprofessional working during the COVID-19 pandemic: Sociological insights. J Interprof Care. 2020;34(5):580-2. https://doi.org/10.1080/13561820.2020.1806220 PMid:32838586
Hales P, White A, Eden A, Hurst R, Moore S, Riotto C, et al. A case study of a collaborative allied health and nursing crisis response. J Interprof Care. 2020;34(5):614-21. https://doi.org/10.1080/13561820.2020.1813093
Rezaee N, Mardani-Hamooleh M, Seraji M. Nurses’ perception of ethical challenges in caring for patients with COVID-19: A qualitative analysis. J Med Ethics Hist Med. 2020;13:23. https://doi.org/10.18502/jmehm.v13i23.4954 PMid:34055239
Watson J. Nursing: The Philosophy and Science of Caring. Boulder, CO: University Press of Colorado; 2008.
Atkinson C. Islamic values and nursing practice in Kuwait. J Holist Nurs. 2015;33(3):195-204. https://doi.org/10.1177/0898010114564682 PMid:25575602
Koy V, Yunibhand J, Turale S. “It is really so exhausting”: Exploring intensive care nurses’ perceptions of 24‐hour long shifts. J Clin Nurs. 2020;29(17-18):3506-15. https://doi.org/10.1111/jocn.15389
Bennett CL, James AH, Kelly D. Beyond Tropes: Towards a New Image of Nursing in the Wake of COVID‐19. Hoboken, New Jersey: Wiley Online Library; 2020. https://doi.org/10.1111/jocn.15346
Zhang F, Zuo Q, Cheng J, Li Z, Zhu L, Li Y, et al. Professional identity during the COVID-19 pandemic: A cross-sectional survey of nurses in China. Am J Crit Care. 2021;30(3):203-11. https://doi.org/10.4037/ajcc2021245 PMid:33768231
Okura M, Uza M, Izumi H, Ohno M, Arai H, Saeki K. Factors that affect the process of professional identity formation in public health nurses. Open J Nurs. 2013;3:8-15. https://doi.org/10.4236/ojn.2013.31002
Dahl BM, Clancy A. Meanings of knowledge and identity in public health nursing in a time of transition: Interpretations of public health nurses’ narratives. Scand J Caring Sci. 2015;29(4):679-87. https://doi.org/10.1111/scs.12196 PMid:25708064
Brand PL. COVID-19: A unique learning opportunity if the wellbeing of learners and frontline workers is adequately supported. Perspect Med Educ. 2020;9(3):129-31. https://doi.org/10.1007/s40037-020-00596-y PMid:32430878
Haslam MB. What might COVID-19 have taught us about the delivery of nurse education, in a post-COVID-19 world? Nurse Educ Today. 2021;97:104707. https://doi.org/10.1016/j.nedt.2020.104707 PMid:33338978
Gallagher A. Learning from florence nightingale: A slow ethics approach to nursing during the pandemic. Nurs Inquiry. 2020;27(3):e12369. https://doi.org/10.1111/nin.12369 PMid:32697025
Kristoffersen M. Does professional identity play a critical role in the choice to remain in the nursing profession? Nurs Open. 2021;8(4):1928-36. https://doi.org/10.1002/nop2.862
Downloads
Published
How to Cite
Issue
Section
Categories
License
Copyright (c) 2021 Wulan Noviani, Imam Suprabowo, Lisa Musharyanti, Annisa Prasetyowati (Author)
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0)
