Özet:

Consumption is a phenomenon that has existed since the formation of humanity. In primitive times, people acted in order to meet their basic wishes and needs, and over time, the understanding of consumption changed and it became an action that people took to prove themselves to other people. Consumers can choose expensive and branded products to make themselves different from others. Branded products can affect consumers' purchasing preferences by creating an expensive and high quality perception in the eyes of consumers. Since branding is one of the most effective ways to connect with the consumer, brand awareness created in the consumer is important. Since it is not an easy process for a brand to become a global brand, especially companies with global brands need to show sensitivity to this issue. The purpose of this study is to reveal the effect of consumers' pretentious consumption trends and brand awareness on global brand preferences. The sample of the study consists of consumers over 18 years of age living in Alexandrian district of Hatay. Data were collected by using face to face quastionnaire technique. 402 questionnaires were completed and factor analysis, correlation analysis, regression analysis were used. Participants buy fisrtly clothes, secondly techonologic tools and thirdly shoes, according to the result of the study. Global brand preference affects in positive way pretentious consumption and brand awareness on the other hand, negative way pretentious consumption and brand awareness.