The Influence Of Brand Awareness, Perceived Quality, And Brand Association On Brand Preference (The Case Study Of Samsung Galaxy S5 In Bandung 2014)
Abstrak
This study explores some element of brand equity which is brand awareness, perceived quality, and brand association. In particular, the authors examine the effect of three element of brand equity on brand preference. Study conduct by taking a hundred users of Samsung Galaxy S5 in Bandung as respondent. Result revealed that brand awareness, perceived quality, and brand association affect the brand preference. It is recommended that company consider the improvement of brand awareness and perceived quality, and maintain the brand association of Samsung Galaxy S5 in order to increase the brand preference which lead into the increase of salesUnduhan
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