Analysis on Brand Preference of Chinese Traditional Patent Medicine and Its Influencing Factors

DOI

10.2991/assehr.k.200316.103How to use a DOI?

Keywords

brand preference, influencing factors, Chinese traditional patent medicine

Abstract

In order to understand whether consumers have preference for Chinese traditional patent medicine brands and what factors affect the formation of brand preference, the authors conducted a questionnaire survey and used SPSS and Excel to analyze the results. The results show that most consumers have brand preference for Chinese traditional patent medicine brands, and there exists a gradual process from brand contact, brand cognition, and brand image, to brand preference. In this process, the above-mentioned links influence each other, thus promoting the formation of consumers’ preference for Chinese traditional patent medicine brands.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yanxia Zhang
AU  - Xiang Gao
PY  - 2020
DA  - 2020/03/19
TI  - Analysis on Brand Preference of Chinese Traditional Patent Medicine and Its Influencing Factors
BT  - Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
PB  - Atlantis Press
SP  - 463
EP  - 467
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200316.103
DO  - 10.2991/assehr.k.200316.103
ID  - Zhang2020
ER  -