Abstract:

The concept of quality is said to include not only objective value (functional value) such as performance and durability but also subjective value (emotional value) such as beauty and perceived quality. In recent years, companies such as Apple and Samsung, which have excellent emotional value, are emerging, which is a major source of competition in the manufacturing industry. However, few studies quantitatively validated the causal relationship of quality brand image formation based on customer perceptions. Therefore, in this research, we validated the brand and factors that customers perceive as high quality across the industry.