Brand management and a research over consumer's brand preference: İstanbul case in driking water industry

A number of studies have been made about brand management in Turkey but research on the relationship with the consumer decision- making style is quite limited. The purpose of this research is to examine the relationship between brand management and consumer decision- making sytles considering the rapidly increasing importance of brand management. This research was conducted with multiple regression. Research sample is about two hundred and fifty person consuming drinking water. Research results show that brand management has a positive effect on consumer decision-making styles. The highest level of impact is on the components of marketing and perceived quality, and then on brand awareness and brand loyalty.