"Abstract This study explores how Brand Loyalty, Perceived Quality, and Brand Association mediate the relationship between Brand Awareness and Purchase Intention for Samsung smartphones in Sri Lanka. Using a quantitative approach, data was collected from 456 respondents through purposive sampling. An analysis through SPSS was conducted and included correlation, regression, and Sobel’s test for mediation. Findings show that Brand Awareness significantly impacts all three mediators, with Brand Loyalty and Brand Association emerging as strong direct predictors of Purchase Intention. Perceived Quality, while not significant on its own, demonstrated a meaningful mediating role. The final outcome suggests that brand-driven purchase behavior is primarily influenced by emotional and cognitive factors rather than awareness solely. Keywords Brand Awareness, Brand Loyalty, Perceived Quality, Brand Association, Purchase Intention, Mediation, SPSS, Sri Lanka, Samsung, Brand Equity Models."
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