The purpose of this study is to investigate the impact of brand community on brand loyalty through the mediation of Customer Identification and Customer Brand Engagement. The present research is a descriptive-correlational and applied study. The statistical population is the customers of Hyperstar store and the sample size was calculated as 374 customers according to Cocaran's formula. Questionnaire was used to evaluate the research hypotheses and the relationships between variables. To evaluate the validity of the questionnaire, content validity method was used and to determine the reliability, Cronbach's alpha was used. In this research, to investigate the relationships and hypotheses, structural equation modeling and partial least squares methods were calculated using smartPLS software. The findings confirm all the hypotheses, in other words, the brand community has a positive and significant effect on brand loyalty through the mediation of Customer Identification and Customer Brand Engagement.

In today's business, brands are considered as a valuable asset for companies so having the loyal customers to the brand is the main goal of many companies. The aim of this study was to investigate the impact of brand personality on brand involvement and brand loyalty. In addition, the role of brand involvement as a mediator in the relationship between the brand personality and loyalty was investigated. Hypotheses were examined by using the structural equation modeling. Survey data collected from mobile customers in Isfahan and cluster method was used for sampling. Totally 452 valid questionnaires were used for data analysis. The results of the analysis showed that the brand personality has an impact on brand involvement and brand involvement an impact on brand loyalty. The direct impact of brand personality on brand loyalty was rejected. Based on last hypothesis testing, the indirect effect of brand personality on brand loyalty through brand involvement was confirmed.

Brand attachment plays a vital role in the success and failure of the company. Brands have to deal with the reactions caused by the negative emotions of consumers. The aim of this study is to investigate the relationship between the negative emotions of brand anxiety, brand hatred, and brand obsession, considering the role of attachment to the brand as an effective emotion in the relationship between brand hatred and brand anxiety. This research is practical, descriptive-correlational, and survey in terms of purpose, method, and data collection. The statistical population comprises 384 consumers of SAIPA automotive products, who were asked through standard electronic questionnaires of brand anxiety designed by Mend and Bolton (2011), brand hatred by Johnson et al. (2011), brand confusion by Johnson et al. (2012), and brand affection by Thomson et al. (2005). Structural equation modeling processed by Smart-PLS software was used to test the collected data. The he findings show a significant effect of brand anxiety on brand hatred and brand hatred on brand obsession. It was also shown that brand hatred has a significant mediating effect on the relationship between brand anxiety and brand obsession. In addition, brand affection as a moderator cannot have a significant effect on the relationship between brand hatred and brand obsession. In this research, the intensity of negative feelings towards the SAIPA automobile brand and the possibility of destructive actions against it were highlighted.

The purpose of this study was to determine the effects of brand performance on consumer buying behavior through the variables of interface between brand trust and brand image and brand equity and brand loyalty in customers of industrial and home appliance stores in Isfahan (Case study: Bosch brand). The statistical population of the present study consisted of all clients and customers of industrial and home appliances stores in Isfahan. The statistical sample size of the study based on Morgan table was 384 people. The validity of the questionnaires was examined based on the content validity using the opinion of experts, formally based on the views of a number of statistical and structural communities by factor analysis method and the validity was confirmed and on the other hand the validity of the questionnaires by Cronbach's alpha method For brand trust, 0. 845, brand loyalty, 0. 812, brand image, 0. 822, brand performance, 0. 811, brand equity, 0. 777, respectively, consumer buying behavior was estimated to be 866, and data analysis was performed. Descriptive and inferential levels including Pearson correlation coefficient and structural equation modeling (SEM) were performed. The results showed that between brand performance on brand trust with an impact factor of 0. 54, brand performance on brand image with an impact factor of 0. 45, brand trust on brand image with an impact factor of 0. 25, brand performance on loyalty To the brand with an impact factor of 0. 68, brand image on the brand equity with an impact factor of 0. 76, brand loyalty on the variables of brand equity and consumer buying behavior with an impact factor of 0. 90 and 0. 61 and brand equity, respectively. There is a positive and significant relationship between consumer purchasing behavior and an impact factor of 0. 44. Therefore, the main hypothesis of the research was confirmed. However, the effect of brand trust directly on the variable of consumer purchasing behavior with an impact factor of 0. 04 was not significant.

Objective: Instead of communicating through storytelling, story-based advertising impresses the audience cognitively and emotionally through the induction of meaning in their lives, and they are transported through the story to the all-encompassing world of concepts and abstraction. The purpose of this study is to investigate the effect of brand storytelling on brand trust with the mediating role of brand originality. Methodology: The method of this research is applied in terms of purpose and descriptive-survey in terms of nature. The statistical population of this study was all customers of Digi-Kala online store in Tehran, the number of which is uncountable or unlimited. A statistical sample of 384 people was selected using Cochran's formula at 95% confidence level. The sampling method is also simple random. A standard questionnaire was used to collect information on the theoretical foundations and development of hypotheses, the library study method and to measure variables to analyze the hypotheses, a standard questionnaire was used. For construct validity, content validity test, convergent and divergent, and to measure reliability, Cronbach's alpha test, combined reliability and factor loads were used. The software used to analyze the data is also the third version of Smart PLS software. Findings: Findings showed that validity and reliability tests were finally confirmed. Also, the results showed that brand storytelling has a significant positive effect on brand trust (0. 176) and brand authenticity (0. 897). Also, brand originality has a significant positive effect on brand trust (0. 777) and finally brand storytelling has a significant effect on brand trust with the mediating role of brand authenticity (0. 697). Conclusion: It was found that the dimensions of brand storytelling, including anthropology, attractiveness and symbolism in social networks and awareness about them, increase brand trust among customers. Also, as long as the brand has a certain authenticity and background, the relationship between storytelling about the brand and trusting the brand will increase.