The effects of influencer attributes and brand equity on brand preference and purchase intention

Brands are increasingly turning to social media influencers (SMIs) to promote their products. This practice is known as influencer marketing. The main purpose of the study is to reveal the effect of the influencer's advantages on the preference of the Nike brand and its purchase intention. The sub -purpose of the study is to examine the impact of the brand equity on the brand preference and purchase intention. In this study reliability, expertise and parasocial relationship have been evaluated, which are three characteristics of the influence as determinants for brand preference Nike and purchase intention. In the study, the questionnaire was chosen as the method of data collection and was conducted on the followers of the influencer's YouTube channel. The questionnaire results were analysed and interpreted using IBM SPSS 26 Programme. The research results showed that the influencer's trustworthiness and his parasocial relationship have a positive effect on brand preference. However it was found that the experience of the influencer has a negative effect on the brand preference. Similarly, research refers that brand equity affect the brand preference and purchase intention positively. Moreover, the study confirmed that brand preference strongly affects the consumer's purchase willing.