Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)

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

Authors
Yanxia Zhang, Xiang Gao
Corresponding Author
Xiang Gao
Available Online 19 March 2020.
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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Volume Title
Proceedings of the 4th International Conference on Culture, Education and Economic Development of Modern Society (ICCESE 2020)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
19 March 2020
ISBN
978-94-6252-931-1
ISSN
2352-5398
DOI
10.2991/assehr.k.200316.103How to use a DOI?
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/).

Cite this article

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  -