This research takes Franklin Templeton Investments as an example to investigate the relationships between brand image, perceived quality, brand preference, and purchase intention using questionnaires. We also compare the relationships between brand image, perceived quality, brand preference, and purchase intention for investors with different investment experience. The research findings show that there are significant differences in all of these four dimensions for investors with different monthly income and occupation. In addition, the results from SEM also show that brand preference has a significantly positive impact on investors’ purchase intention, but the key factor in determining investors’ brand preference in both groups is quite different. Perceived quality plays a more important role in Group 1 (investors with investment experience in mutual funds), whereas brand image plays a more important role in Group 2 (investors without investment experience in mutual funds).