Direct and indirect effects of brand knowledge on purchase preferences: a case in Düzce

Todays companies are competing with their brand not with their products anymore in the light of global marketing decision. We say brand because only product has no meaning. Product is a whole with its name, logo, identity and image, slogan which is pretentious with its difference and company?s reputation. The existence of this inseperable whole?s every parts base on a good long term strategical decision. So we can say that, brand is a formation and all necessary equipment must be ready in company to build it. When we look to consumer?s side of brand concept, whatever a company explains about itself, all explanation is just what a consumer can understand. Observations Which mostly base on human psycology but furthermore differ his or age, education, career, region, hobbies and cultures make brands discriminated its target consumers.In this study, it?s figured out that the direct and indirect relation degrees of brand knowledge with consumer preferences in direction of consumer?s brand observation. It shows that how much brand image and its subcomponents and brand awereness which are components of brand knowledge effect on brand trust and brand satisfaction and moreover shows that how much these brand trust and brand satisfaction effect on preferences. In this study sample is occured with 400 consumers who live in Düzce Which are chosen by random sampling method. In the research spor shoes group is handed. Adidas is handed as the most known brand from this product group by pre- testing with 50 people in Düzce. In the study, SPSS 15.0 and AMOS 7.0 programs are used to bringt out the effects of brand knowledge on preferences. KEY WORDS: Brand Awereness, Brand Image, Brand Trust, Brand Satisfaction, Preferences, Brand Choice, Purchasing