Applied-Information Technology for Brand Image towards the Usage of iPhone

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Nowadays, iPhone has been the most popular smart phone in the world. iPhone sales in the global market have been rising to more than 37 million in the year of 2012. Undoubtedly, iPhone have become common in the world today. iPhone by apple Inc is the yearning of the modern man and the number of iPhone users is increasing every year. A number of 150 iPhone users in Melaka participated in this study by answering the questionnaire from. Moreover it is proved that the independent variables such as feature, innovation, and quality are significantly and positively related to brand image towards purchasing iPhone. The findings result shows that feature contribute the highest influence to the brand image towards the usage of iPhone.

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491-495

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June 2014

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© 2014 Trans Tech Publications Ltd. All Rights Reserved

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