Research on the Formation Factors of Hospital Brand Attachment Based on a Grade-A Tertiary Hospital in Guangzhou

DOI

10.2991/assehr.k.200316.102How to use a DOI?

Keywords

hospital brand experience, hospital brand identity, hospital brand attachment

Abstract

Through questionnaire surveys, data analysis was performed on samples to study and explore the relationship between hospital brand experience, hospital brand identity, and hospital brand attachment, so as to make corresponding recommendations based on the results of the study. The results show that hospital brand experience has a positive impact on hospital brand identity; hospital brand experience and hospital brand identity have a positive impact on hospital brand attachment; and hospital brand identity plays a part of the mediating role between hospital brand experience and hospital brand attachment.

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  - Xiang Gao
AU  - Jiaxin Chen
AU  - Yanxia Zhang
PY  - 2020
DA  - 2020/03/19
TI  - Research on the Formation Factors of Hospital Brand Attachment Based on a Grade-A Tertiary Hospital in Guangzhou
BT  - Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
PB  - Atlantis Press
SP  - 459
EP  - 462
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200316.102
DO  - 10.2991/assehr.k.200316.102
ID  - Gao2020
ER  -