In this research, researchers deal with the study of the antecedents and consequences model of the BRAND attachment in the form of CBR. In this study, consumer-BRAND RELATIONSHIPs are divided into two kinds: communal and exchange ones. The statistical society totally consists of 864 students of the marketing in Tehran City. The available RELATIONSHIPs in the model are separately examined by using the structural equations modelling (AMOS 5. 0) within each group in order to test the model and hypothesis. The results of the research show that the variables including BRAND experience, BRAND love, commitment, trust, in the communal group play a more effective role than the others in producing the BRAND attachment, also the variables such as BRAND reliability, BRAND satisfaction in the exchange group are among the fundamental ones for developing the BRAND attachment. This study is the first attempt to identify the importance of RELATIONSHIPs aspects in young adult consumer. The current study extends BRANDing literature by shedding lights on the roles of communal/exchange RELATIONSHIPs factors in BRAND management, which also help BRAND managers.

The purpose of this study is to examine how the consumers’ RELATIONSHIP with a BRAND, influences BRAND evangelism, which represents an intense form of BRAND support behavior. This study investigates the influences of three consumer-BRAND relational constructs, BRAND trust and BRAND identification, on BRAND evangelism (purchase intentions, positive referrals, and oppositional BRAND referrals). Data collects through questionnaires from 350 students about their mobile phone BRAND. Collected data was analyzed regarding to the method: Structural Equation Modeling (SEM); in order to do which, the technique Partial List Squares (PLS) were used. Two hypotheses are disproved and ten hypotheses were confirmed. The findings reveal that consumer-BRAND RELATIONSHIPs influence BRAND evangelism, albeit in different ways. Whereas BRAND identification and BRAND passion influences purchase intentions and oppositional BRAND referrals and BRAND intimacy influences positive on all three elements of BRAND evangelism. It was also found purchase intentions influences on Positive and oppositional BRAND referrals and positive BRAND referrals influences on oppositional BRAND referrals

Problem description: The main problem of this research is to examine the RELATIONSHIP between risk aversion and BRAND loyalty (purchase and attitudinal) and the mediating role of BRAND trust and BRAND affect Methodology: Using proportional stratified sampling aproach, a community of 379 students from Science and Research branch of Azad University has been used to gather a data set of various laptop BRANDs. Looking goal-oriented this research can be categorized as applied and from a method-oriented view it can be categorized as descriptive and survey research. Since the subject is to study the RELATIONSHIP between variables this reasearch can be categorized as correlational.Data Gathering Tools and Techniques: Tools used for data gathering are note taking for library studies and questionary for hypothesis testing which is done with field research method. Structural equation modeling and Lisrel software are used to analyse research and hypothesis testing data.Findings: The result of data analysis indicates the effect of risk aversion on BRAND loyalty through BRAND trust and BRAND affect. Risk aversion is positively and directly related to BRAND trust and BRAND affect, Furthermore, BRAND trust and BRAND affect have positive and direct effects on BRAND loyalty (purchase and attitudinal).

The purpose of this study was RELATIONSHIP between BRAND characteristics to BRAND Loyalty in product of sport shoes. Research method was descriptive-correlation.305 customers of this product, complete questionnaires of this research. For data analysis, the Kolmogorov-Smirnov, one-sample t-test, Pearson correlation and multiple regression analysis were used. All data were analyzed with using the software spss at a significant level p≤0.05. Results showed that there is a significant RELATIONSHIP between BRAND satisfaction (r=0.52), BRAND trust (r=0.50), BRAND experience (r=0.57), Category fit of BRAND (r=0.60), Image fit of BRAND (r=0.40) and perceived value of BRAND (r=0.42) to BRAND loyalty. the logistic regression analysis showed that the overall Predictor variables could explain 45% of the variance of BRAND loyalty. According to the results of this study, suggest that programs of loyalty building of consumers to the BRAND, should be simple and functional, and attend evenly on all factors affecting of BRAND loyalty.

Today, the creation, preservation and extension of BRAND is one of the most important issues of consideration in any business. The present study investigates the RELATIONSHIP between the consumer’s innovativeness and the acceptance of BRAND extension (horizontal and vertical) and also the moderating effect of two variables (product knowledge and parent BRAND trust) on this RELATIONSHIP. The statistical population of this research includes the consumers of Ramak Dairy Co. products in Shiraz. Using appropriate statistical methods, 385 individuals were chosen as the sample. The presented model and the related hypotheses were tested by subgroup method. The results demonstrate that the innovativeness of consumers has a positive effect on the acceptance of horizontal and vertical BRAND extension. From the two investigated moderator variables, the moderating effect of product knowledge was not supported and based on the findings it became manifest that parent BRAND trust has a moderating effect on the RELATIONSHIP between the consumer’s innovativeness and the acceptance of BRAND extension.

BRAND passion is increasingly seen as the ultimate emotional connection between a consumer and a BRAND. Previous BRAND passion research is inadequate and the most of the studies consider the BRAND passion as a one-dimension variable, but evidences of contention among these studies indicate that BRAND passion is not one-dimensional, but is rather a complex phenomenon that may include interrelated, yet distinct components, resulting in different RELATIONSHIPs with other variables. In this study, which based on Sternberg theory of love and Swimberg study, a dual approach was applied to conceptualize BRAND passion construct and harmonious BRAND passion and obsessive BRAND passion as two dimensions of it are considered. Since previous studies of BRAND passion have one-dimensional view to drivers of it, in the present study two views, namely consumer– BRAND link and consumer– BRAND identity, were integrated to introduce antecedents of BRAND passion. According to these, the research model was introduced and tested. The statistical results have confirmed the model. In regard of objective, the research is a practical one, and according to the method, is descriptive-survey. The statistical population of the study is students of Tehran universities and sampling method is simple random. The model is tested by structural equations modeling, and statistical results of model and its fitness is verified. The results of consumer-BRAND identity view show that consumers who think BRANDs have an effect on incremental growth of their identity, experience an increase in obsessive or harmonious BRAND passion. The results of consumer– BRAND RELATIONSHIP view show that BRAND identification have a greater effect on the obsessive BRAND passion

Water Water deficit especially after heading is one of the most effective factors of wheat yield loss in Iran and across the world and identifying the physiological traits related to plant resilience is of great importance in screening for tolerant varieties. The objective of this study was to evaluate the variation in stem reserves accumulation capacity and its RELATIONSHIP with remobilization in some wheat cultivars. 22 wheat cultivars were cultivated in a split plot design with three replications, full irrigation and 40% of field capacity being main plots. The amount of accumulation and remobilization was estimated by measuring internodes weight and stem soluble carbohydrates content (WSC). Significant genotypic variation among cultivars was observed under both normal and drought conditions. Maximum accumulation was found in lower internodes followed by peduncle and penultimate using dry weight measurement method. In WSC measurement method, however, maximum accumulation was observed in penultimate followed by lower internodes and peduncle. Cultivars ranking based on accumulation was also different in two methods. Drought stress caused decline in internodes weight, WSC and yield and remobilization efficiency. The specific stem weight had the highest correlation with remobilization. Significant correlation was found between grain yield and remobilization, specific stem weight and WSC.

The aim of the present study was to investigate the RELATIONSHIP between customer RELATIONSHIP management and BRAND image of football clubs with the mediating role of BRAND equity. Research method was descriptive, survey and correlation and statistical population included fans of football premier league clubs (15th round).385 subjects were selected as the sample using Morgan Table. Data were collected with three standard questionnaires (Sun, Han & Delgado et al.). The collected data were analyzed by SPSS and LISREL. Results of structural equation modeling showed a direct RELATIONSHIP between CRM and BRAND image. There was a significant RELATIONSHIP between CRM and BRAND equity and also between BRAND equity and BRAND image. Finally, there was a positive and significant RELATIONSHIP between CRM and BRAND image of football clubs with the mediating role of BRAND equity.

In today’ s competitive markets, companies are increasingly using online BRAND communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of online BRAND community commitment in the RELATIONSHIP between online BRAND community value co-creation and BRAND loyalty. The statistical population consisted of BRAND customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that online BRAND community value co-creation had a significant effect on BRAND loyalty with a partial mediation of online BRAND community commitment and 21. 1% of the total effect was explained by the mediating variable. Also, online BRAND community commitment had a significant effect on BRAND loyalty. However, the effects of the mediating variable on BRAND commitment and BRAND quality were not confirmed. In today’ s competitive markets, companies are increasingly using online BRAND communities as marketing tools. In order to maintain loyal customers, companies are trying to co-create values between themselves and in particular their customers in these communities. The purpose of this survey is to explain the mediating role of online BRAND community commitment in the RELATIONSHIP between online BRAND community value co-creation and BRAND loyalty. The statistical population consisted of BRAND customers of social network members. Using simple random sampling technique, 392 people were selected. The electronic questionnaires were analyzed by AMOS and SPSS. The results showed that online BRAND community value co-creation had a significant effect on BRAND loyalty with a partial mediation of online BRAND community commitment and 21. 1% of the total effect was explained by the mediating variable. Also, online BRAND community commitment had a significant effect on BRAND loyalty. However, the effects of the mediating variable on BRAND commitment and BRAND quality were not confirmed.