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.
Ahmadi, A., and Ataei, A. (2022) ‘Emotional attachment: a bridge between brand reputation and brand advocacy’, Asia-Pacific Journal of Business Administration. Emerald Group Holdings Ltd. doi: 10.1108/APJBA-11-2021-0579.
Duraisamy, S., and Nizam, I. (no date) ‘Influence of Brand in Consumer Buying Behaviour-A case study on automobiles in Malaysia’. Available at:
www.ftms.edu.my/journals/index.php/journals/ijabm (Accessed: 7 September 2022).
Vashisht, D. (2019), “Effect of interactivity and congruence on brand advocacy and brand acceptance”,Arts and the Market, Vol. 9 No. 2, pp. 152-161
Wilk, V., Harrigan, P., and Soutar, G. N. (2018), “Navigating Online Brand Advocacy (OBA): An Exploratory Analysis”, Journal of Marketing Theory and Practice, Vol. 26, No. 1-2, pp. 99-116
Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence. Journal of Marketing Vol.52. pp.2-22.
In-Text Citation: (Idrus et al., 2022)
To Cite this Article: Idrus, S., Eshak, E. S., Jidi, M. M., Yusoff, A. Q. binti M., & Nizam, N. Z. (2022). Factor affecting Customer Brand Value towards Customer Brand Preference in the Perspective of Malaysian Car Industry. International Journal of Academic Research in Business and Social Sciences, 12(10), 451– 456.
Copyright: © 2022 The Author(s)
Published by Knowledge Words Publications (www.kwpublications.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
