Factor affecting Customer Brand Value towards Customer Brand Preference in the Perspective of Malaysian Car Industry

Abstract

Branding is the process which involved in making unique name and image from product in its customer's mind. It also targets to set a significant and distinguish its presence in the market which could attract and preserve loyal customer. Nonetheless, there is disparity between brand preference and brand loyalty. The first there subsequent involved in the decision making stage of brand loyalty integrate the focal of brand preference. The aim of this study is to understand the relationship between the customer brand value and customer brand preference in the perspective of local car industry. This study manages to distributed 200 questionnaires and 128 received. Five Likert scale were used to conduct this survey to gauge the responses. The finding of this study in hope to help the car industry to determine and enhance customer brand value towards our local car industry.