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 sales