Examination of the relationship between sub-brand preference of consumers and perceived risk

The focus of marketing has moved from making the customers to satisfy them and thus to establish good relations with them into long-term and today?s world, brand extension has become a frequently applied strategy by managers.In order to increase the success and effectiveness of brand extension strategy, brand extension strategy in order to understand the relationship between sub-brand preference and the perceived risk, the survey was implemented about the 13 univesity in Ankara, with the participation of 752 university students survey has been applied on mobile phone brands. The Wilcoxon test, Spearman Correlation test, Kruskal-Wallis H test, Mann-Whitney U test are used for testing the research hypothesis in the study.In this study, college students perceived risks compared with the proposed parent brand and sub brands. As a result of this comparison, a significant association was found between them.At the end of this study, suggestions are made to marketing managers to will not develop sub-brands of low-level interest.