The effects of brand awareness and perceived quality to the tendencies of brand preference and word of mouth marketing

Brands, being a name or a symbol that are used to discriminate the products from the others in the market, are aimed to build a sentimental link on the consumers by attributing a brand personality. The spread and the adoption of brands are affected by many factors. After a customer buys a product, a high quality and positive brand image is formed in their perceptions based on their experiences. The same brand ranks first in the brand preferences of the customers in subsequent purchases. Customers use word-of-mouth marketing methods to convey the brand or product they use and adopt to family, friends and acquaintances. In word-of-mouth marketing, the opinion about the product can be positive or negative depending on the satisfaction level. In this study, the effects of brand awareness and perceived quality to the tendencies of brand preference and word of mouth marketing is examined. Keywords: Brand, Brand Recognition, Perceived Quality, Brand Preference, Wordof-Mouth Marketing