Abstract
The mobile phone industry is one of the major technological-based area that the fastest growing industry in the overall world. The purpose of the research report was to find out how the brand preference effect as a mediating variable between brand equity and purchase intention. According to the study, the researcher investigated the level, relationship, and impact of those variables.
 The study mainly considering the primary data and secondary data. Structured questionnaire was used as the method of data collection and there are 31 research questions. Among them five questions are consist with personal information of the respondent and other twenty-six questions are research information. The five likerts point scale was used which ranging from “strongly agree” to “strongly disagree”. It has been conducted a pilot test to test the reliability of the questionnaire and all the questions are reliable. Collected data were analyzed using SPSS computer package having the univariate and bivariate analysis. A sample of 204 respondents was selected for the study from mobile phone users in Trincomalee district Town and Gravets area. Convenience sample method used to make the sampling frame of the study and also quantitative research approach used for this study.
 The finding of the study reveals that the brand equity, brand preference and purchase intention were in high level among mobile phone users in Trincomalee district Town and Gravets area. There were high positive relationship among brand equity, brand preference and purchase intention in mobile phone users in Trincomalee district Town and Gravets area. The final objective showed that the positive impact of brand equity on purchase intention, positive impact of brand equity on brand preference and purchase intention, positive impact of brand preference on purchase intention and brand equity and brand preference positively impact on purchase intention. The mediating analysis reveals partial mediation by brand preference the relationship between brand equity and purchase intention.
Highlights
Brand Equity (BE) is the most famous concept in field of marketing which are two in ways one can go the customer-based perspective and other is financial one
Based on the decision rule, indicates there is a high level of Brand Equity, Purchase Intention and Brand Preference in mobile phone users in Trincomalee district Town and Gravets area
The second objective of the research, which is explore the relationship among BE, Purchase Intention (PI) and Brand Preference (BP) in mobile phone users in Trincomalee district Town and Gravets area
Summary
BE is the most famous concept in field of marketing which are two in ways one can go the customer-based perspective and other is financial one. This is the power of brand that lie what exist in the minds and hearts of customers [1]. From the customer perspective is defined as incremental value added to a product which is virtue from its brand [2], [3], Customer has the overall perception about the brand that create loyalty to the organization that enhance the customer retention with the brand. The way of customer speaking about the brand indicates Brand awareness. When the customer have deep and specific image of the brand matter to occur
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