Consumer's brand preference over cyber brand and extension brand

摘要

Recently, the rapid development of technology has provided many benefits to business players. Supported by that development such us invention of mobile phone and internet, caused a faster exchange of information. Also, the invention of the internet has made communication faster and cheaper. This situation led the industry world grows fast which causes a fierce competition between business players. This research examines nonprice influences on preferences for online brands and demonstrates that brand offering has influence on online brand preference through brand familiarity and brand evaluation. The data of this research were cyber and extension brands from online book stores. Amazon.com is selected for the cyber brand and GramediaOnline.com is selected for extension brand. This study uses a quantitative approach using Multiple Regression through the program SPSS 16. The samples were 200 respondents in Surabaya with non probability sampling technique. The sampling method was purposive sampling.