This research was conducted to examine factors affecting tweens´ brand preference for mobile network choice decisions. The results suggest that mobile network providers’ attributes, satisfaction and perceived risk have significant impact on brand preference. Further, tweens´ choices are more likely to be affected by the choices of other people within their local (district) geographic area.

ABSTRACT
 Introduction
 Theoretical background
  Tweens, brands and consumer socialization
  Brand preference and mobile network choice
 Network effects
  Network effects
  Impact of brand awareness antecedents on brand preference
  Impact of service value attributes on brand preference
  Impact of mobile service providers’ attributes on brand preference
  Impact of consumer attributes antecedents
 Methodology
  Survey sample and data collection
  Data analysis
  Regression Analysis
  Discussion and conclusions
 References

• Amélia Brandão(University of Porto, Portugal)
• Mariana Figueirdeo(University of Porto, Portugal)
• Mahesh Gadekar(International School of Business & Media, India)