The Impact of Brand Equity Assets on Consumer Preference for Foreign Brands in Bosnia and Herzegovina

In the free market consumers are faced with a different variation while they making purchase
decision. Brand as a term, name, and symbol gives quality and satisfy needs of consumers and on
that way assure self recognition. Main objective of this study is to determine the factors which
influence consumers to buy international brands rather than national brands.
This study has four independent variables and one dependent variable. Data for this study
will be collected using online surveys based on the previous researches about brand equity and its
dimensions. Sample for this study were 214 respondents form the territory of Bosnia and
Herzegovina. Using descriptive statistics, correlation and multiple regression analyses these data
are measured. Results of this research will give benefits to marketing professionals in Bosnian
industries where they can try to understand consumers- whether brand equity and its dimensions
affect their purchasing decision and does that effect have negative or positive impact. Contribution
of this study is reflected in that Bosnian manufacturers and sellers can better meet consumer‟s
wishes and needs, possibilities of potential consumers in this strained economy.