A novel homologous series: 4-(4'-n-alkoxy benzoyloxy) phenylazo-2 ''-bromobenzenes is synthesized and studied with a view to understanding and establishing the effects of molecular structure on mesogenic behavior in a series. The mesogenic property commences from fifth homologue to the last homologue. The transition temperatures of the series are relatively low ranging between 68 degrees C and 143 degrees C. The mesogenic range varies between 6 degrees C and 22 degrees C. The novel azoester series is nematogenic without exhibition of any smectogenic property and an average thermal stability of 89.4 degrees C. The mesogenic behavior of the novel series is compared with structurally similar isomeric/nonisomeric other known series.