The influence of brand equity on consumer buying behaviour on Samsung smartphone

Haroon @ Harun, Fazlinorazira (2019) The influence of brand equity on consumer buying behaviour on Samsung smartphone. [Student Project]

Abstract

The purpose for this study is to investigate the influence of brand equity dimensions of consumer buying behaviour of Samsung smartphone user. The dependent variable is consumer buying behaviour. The independent variable is brand awareness, perceived quality, brand association and brand loyalty. From the result it was found that brand association and brand loyalty does have influence on Samsung smartphone user buying behaviour.

Metadata

Item Type:	Student Project
Creators:	Creators Email / ID Num. Haroon @ Harun, Fazlinorazira 2016595681
Contributors:	Contribution Name Email / ID Num. Advisor Husain, Azmawati UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing H Social Sciences > HF Commerce > Branding (Marketing) H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions:	Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management
Programme:	Bachelor of Business Administration (Hons.) International Business (BA246)
Keywords:	Brand equity, Consumer buying behaviour, Brand awareness
Date:	2019
URI:	https://ir.uitm.edu.my/id/eprint/89340