In marketing literature, a new marketing concept called "BRAND attachment" that attachment strongly impacts on consumer behaviors. Emotional attachment binds the employee to the BRAND when the affective bond is especially strong, ensuring repurchase. The aim of this study was examining the effect of BRAND awareness, emotional experiences and User-derived benefits on bran LOYALITY and BRAND commitment whit considering mediator variable of BRAND attachment. Statistical community of this research was customers of Carpet, in the Mazandaran of Iran, that a sample of 520 people who had been chosen by cluster sampling, were examined.This study is applicational, and in case of collecting required information, it uses library and survey methods, utilizing questionnaire. The method of sampling is simple random method. To analyze data, SPSS and AMOS software were applied.Research findings show direct effect of BRAND awareness, User-derived benefits and Emotional experiences on the BRAND attachment; also positive direct effect of BRAND attachment on BRAND commitment is confirmed. Although the direct effect of BRAND attachment on BRAND loyalty is not confirmed; but BRAND attachment have a positive effect on BRAND loyalty by the Mediator variable of BRAND commitment.

For firms to be successful in competition arenas, one of the essential competences is to have marketing knowledge and skill. It is obvious that one of the effective factors affecting Iranian firms' competitiveness in international arenas is practical and scientific improvements in marketing.There can be many reasons for unsuccessful marketing plans in firms, however, in this research study, we focus on BRAND equity because of the importance of BRAND name and BRAND symbol.We use a customer-based BRAND equity model, based on Aaker's well-known conceptual framework of BRAND equity. The study concludes that marketing managers on their general assessments about BRAND equity should concern about the importance of BRAND equity dimensions. Final1y, the study employed structural equation modeling to investigate the causal relationships between the dimensions of BRAND equity and BRAND equity itself in sport shoes industry in Iran.

One of the important means that government uses to protect territorial integrity and its political stability is education institute. Education constitute an important part of the basic time when the personality and thought framework of the members of society are shaped and directed. Therefore this institute, in different forms, particularly via the text books can play remarkable roles in strengthening and propagating the national identity of each country and grants its life. Historical awareness is an integral index of each national identity. Iran, one of the rare historical countries, having different context of national identity, can strengthen the national loyalty and integrity via introducing and emphasis on important turning points in its history. Education department is mainly responsible for such duty. In during so, text book particularly history books should include the contexts involving historical awareness. This study is an attempt to see the contents of high school history text books lay emphasizes on the national loyalty and integrity of Iranian or not? This study is a library and analytical research. The results indicate that the content of these textbook are weakness and neutral. That is, they are not biased to national identity; such indifference to national loyalty can cause problems: for our country which is threatened by the other, countries thought it is internally united.

Internal BRANDing is a new concept that refers to employees' effects in creating better image of BRAND in customers' mind. In order to surveying the effect of internal BRANDing in BRAND citizenship behavior (BCB) in hotel industry, and also presenting an internalized scale for internal BRANDing, four and five stars hotels located in Tehran were studied in a model research. By the way of cluster sampling, Sample of 240 hotel customer interface employees' were selected, and questionnaires with five point Linker’s scale were distributed. 122 out of 136 returned questionnaires were usable (return rate of 56%). Content validity was determined as suitable by the approval of marketing experts and hotel indusry professionals' and AVE method. Cronbach’ s Alpha and CR showed a great reliability for the questionnaire. Conceptual model testing was conducted through partial least square method and correlation test with SMART PLS software V. 1.5. The results showed that internal BRANDing has positive relationship with both BRAND identification (t= 9.537,  b=0.563) and BRAND commitment (t= 2.430, b=0.192); BRAND identification has positive relationship with BCB (t= 5.540, b=0.550) and BRAND commitment (t= 9.141, b=0.718); BRAND commitment has positive relationship with BRAND LOYALITY (t= 11.571, b=0.706); and finally, BRAND loyalty has positive relationship with BCB (t= 2.555, b=O.295). Correlation test confirmed these results.

Leather is one of the most attractive and profitable industries and business in the world, because creates value added to its activists. However, the condition of the leather industry in Iran is different from the expected position and is still far from the desired level of production and export. The purpose of this study is to create and expand the importance of the national BRAND among the manufacturers of "Tabriz Leather" BRAND and to examine the consequences of this process and to help the BRAND productivity of companies. The present research is practical in terms of purpose and descriptive survey in terms of method. The statistical population of this research is all customers and consumers of Tabriz leather BRAND in the province of East Azerbaijan. The results of this research show that BRAND Prestige has a positive and significant effect on BRAND Attractiveness, while the effect of this variable (BRAND Prestige) has not been confirmed on Customer BRAND Identification. Also, the variables of BRAND Distinction, BRAND Social Benefits, and BRAND Experiences affect the BRAND Attractiveness variable and the BRAND Attractiveness variable affects as well as the Customer BRAND Identification variable and BRAND Productivity. The results of this study indicated that BRAND Distinction and BRAND Experience have a significant effect on Customer BRAND Identification And Customer BRAND Identification has a positive and significant effect on BRAND productivity, but the effect of BRAND social benefits on customer BRAND recognition was not confirmed. The final results of this article show that in order to create BRAND productivity and other influential BRAND variables among consumers, should be considered in the BRAND management area.

Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of BRAND leadership on the BRAND citizenship behavior of the staff working in the hoteling industry of Isfahan City. The study is applied in terms of purpose and descriptive survey in terms of research method. The statistical population of the study comprised all Isfahan Hotels’ staff who were active from September to January 2020, from among whom 145 people were selected via a structural equation and convenience sampling. The required data were collected through the questionnaire, whose reliability and content validity was verified using Cronbach's alpha coefficient. Finally, the collected data were analyzed through the PLS software, considering non-normal distribution. The findings of the study suggested that BRAND leadership exerted a significant positive effect on BRAND passion, thereby making BRAND-supportive behaviors (adaptive, conscientious-oriented, and innovative behaviors) possible. Moreover, it was found that adaptive and innovative behaviors had a significant positive influence on BRAND citizenship behavior. However, the significant effect of BRAND innovative behaviors on BRAND citizenship behavior was not confirmed

The main purpose of this study was to investigate the effects of sport BRAND identification on successful extension of sport BRANDs. In this regard, the role of such variables as BRAND love, BRAND commitment and BRAND loyalty towards sport BRANDs is studied. Methodologically, this study falls into descriptive/survey category. Statistical population included all fans of Iranian football BRANDs in Shiraz city, of which a sample of 384 individuals was selected using Cochran method. The results showed that BRAND identification could influence sport BRAND love, commitment, and loyalty. At the same time, it was determined that, of three variables of BRAND love, commitment and loyalty, only BRAND loyalty was able to influence the successful extension of sport BRANDs. Another finding revealed that sport BRAND loyalty mediated two relationships: 1. between sport BRAND commitment and successful extension of the BRAND, and 2. between sport BRAND love and successful extension of the BRAND.

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 is to examine the impact of BRAND trust and BRAND identity on BRAND evang elism among consumers of the mobile phone between student of semnan university. The study investigates the influence of two consumer-BRAND relational constructs, BRAND trust and BRAND identification, on BRAND evangelism. BRAND evangelism, conceptualized as an amalgam of adoption and advocacy behaviors is operationalized in terms of three supportive behaviors: purchase intentions, positive referrals, and oppositional BRAND referrals among students of Semnan University of Nokia mobile phone. Therefore, 392 persons were selected using random sampling. A questionnaire was used to collect the data, whose reliability and validity is assessed by Cronbach's alpha and confirmatory factor analysis. This conceptual model were examined using structu ral part called path analysis, and structural equation modeling. The results showed that BRAND trust and BRAND identity have significant positive effect on BRAND evangelism, and the BRAND identity has a direct and positive effect on BRAND evangelism.

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.