Firms under the intensive competitive conditions aim that their brands have perceived different from the others by consumer. For this purpose, firms when conducting relations with their consumer have to deal with brand management seperately. Especially, if brand awareness is created, consumers' expectations may have been affected. Existance of different communication * Bu makale Crosscheck sistemi tarafından taranmış ve bu sistem sonuçlarına göre orijinal bir makale olduğu tespit edilmiştir.