The Mediating Role of Family on the Effects of Brand Preferences of Consumer-Based Brand Equity

The primary objective of this study is to investigate the effects of the sub-dimension of consumer-based brand equity which are called brand awareness, perceived quality, brand associations and brand loyalty on brand preference and the second goal is to find out the mediating role of family on these relations. For this purpose, a study was conducted with the participation of 295 people in Ankara. According to the research result, perceived quality and brand loyalty positively effects on brand preferences but there is no significant effect of brand awareness and brand association on these preferences. And also it is observed that family does not have any mediating role on these relations.