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.

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.

Background: Having TRUST to BRAND and costumers’ loyalty and costumers’ unwillingness for changing BRAND are necessary for achievement of each organization in today’ s variable and dynamic conditions. Mentioned organization which is one high tech industry with advanced products is not exceptional of this rule. On the other hands morality variables could have a significant role in accessing to this purpose. Principally, the main aim of fulfilling this research is to investigate the simultaneous relationship of TRUST to BRAND and morality variables of employees and oral advertisement and BRAND changing willingness. Method: This research, has been fulfilled in government organization with complex technology and product in Tehran metropolis. This research has from purpose and nature aspect could be considered as applied research and descriptive-scrolling research, respectively. Statistical society for evaluating morality variables of employees and other variables including all employees of studied organization and all costumers, respectively. A sample of 268 members of employees and costumers has been randomly selected for this test. Collection tools of data is questionnaire which its validation and reliability has been confirmed. Consequently, structure equation has been modeled using Lisrel software. Results: The result of research indicated that capability of BRAND confidence has positive relationship on morality leadership, morality atmosphere and morality philosophy of employees. Although, morality leadership and morality atmosphere have positive relationship on oral advertisement. Conclusion: Loyal customers and costumers who are unwillingness for changing BRAND of mentioned organization should have especial concentration on capability of BRAND confidence and its employee’ s morality variables.

Background: In the new era of media revolution, it is inevitable to know the factors affecting the moral components. The present study was conducted with the aim of investigating the relationship between media literacy and information literacy with the professional ethics of teachers in the sixth district of Tehran. Method: The current research method is descriptive-correlation. The statistical population of the research is 270 people of all teachers of district 6 of Tehran in 2017-2018. The random sampling method was simple, and the sample size was determined according to the Kerejesi and Morgan table of 159 people. The main tools used in this research are three standard professional ethics questionnaires, MLS media literacy standard questionnaire and information literacy standard questionnaire. Simultaneous linear regression statistical test was used to analyze the research data at the level of inferential statistics. Results: The results showed that there is a positive and significant relationship between the components of media literacy and teachers' professional ethics (p<0. 01), and there is also a positive and significant relationship between information literacy and teachers' professional ethics (p>0. 05). The results show that the professional ethics of teachers can be predicted with media literacy and information literacy. Conclusion: According to the findings, it can be said that by increasing the media literacy and information literacy of teachers, their professional ethics will increase and one of the important issues of the education system, which is currently weak, will be solved

Given the increasing tendency of Iranian young people towards social networks, these networks could be applied for better connections with would-be and existing customers. Present work mainly aims to study impact of social media-based BRAND communities on shared knowledge, , and TRUST and loyalty in BRAND, by using shared awareness(the main feature of BRAND communities) and value creation activities (in online BRAND communities) variables The study of this study is a survey-descriptive one. In order to test study hypothesis, the questionnaire was distributedamong406 respondents, and hypotheses put to test by using SPSS and AMOS applications. The results show that using social media-based BRAND communities leave a positive impact on the shared knowledge of members (a main component of BRAND community)which could be apply to value creation activities of BRAND’ s online community including social networking, influence management, society interaction and use of the BRAND. Moreover, while the effect of value creation activities in BRAND communities on TRUST in BRAND was not confirmed, the impact of TRUST in BRAND on loyalty in BRAND was verified.

In today's competitive environment and with the decline of TRUST to organizations and their advertising, and with increasing use of social networks, the importance of developing consumer relationships in social networks, especially online BRAND communities, has become crucial for organizations in achieving a mutually and desirable relationship with consumers, so much has been used in recent years to influence other people's beliefs in the evangelical marketing framework. The purpose of the present study was to investigate the impact of consumer-BRAND relationships in social network based BRAND communities on BRAND evangelism variables by enhancing BRAND TRUST among the customers of Samsung mobile phones present on social networks in Hamadan city which leads to supportive behaviors. For this purpose, 384 people were selected by random sampling. Questionnaire was used for data collection and its reliability and validity were assessed by Cronbach's alpha and confirmatory factor analysis. The conceptual model of the research was measured using the structural section of the structural equation model called path analysis. The results showed that consumer relationships with BRAND elements (product, BRAND, company and other customers) in the in BRAND community based on social networks through the mediating variable of consumers BRAND TRUST have a positive and significant effect on BRAND evangelism.

1- INTRODUCTIONToday, BRAND engagement is considered one of the most influential marketing strategies. BRAND engagement creates a sustainable competitive advantage for companies and increases their performance. Therefore, companies seek appropriate strategies to improve customer engagement with their BRANDs. This research aimed to investigate the effect of corporate social responsibility on BRAND engagement regarding the mediating role of BRAND TRUST and BRAND identification in the hotel industry.2- THEORETICAL FRAMEWORKBRAND engagement is considered a crucial strategy in marketing literature. Various research has been done on BRAND engagement, but little has been done about the effects of corporate social responsibility, BRAND TRUST, and BRAND identification on BRAND engagement. Also, little research has investigated the role of BRAND TRUST and identification in the relationship between corporate social responsibility and BRAND engagement. Previous research has examined the direct relationship between corporate social responsibility and BRAND engagement and has rarely examined mediating variables in the relationship between these two variables. Therefore, this research seeks to investigate the effect of social responsibility on BRAND engagement with the mediating role of BRAND TRUST and identification in hotels in Ramsar, one of the most vital Iranian tourism destinations. This research tries to answer this research gap and provide a comprehensive model in this field. 3- METHODOLOGYThis study is applied cross-sectional research concerning the purpose and a descriptive survey regarding the data collection method. The population of this research includes the customers of Ramsar hotels, 300 of whom were selected as the statistical sample. The questionnaire's content, convergence, and divergence validity were confirmed. Also, its reliability was confirmed using Cronbach's alpha coefficient and composite reliability. In the descriptive part, SPSS 27 statistical software was exploited, and in the inferential part, structural equation modeling was conducted in SmartPLS 4 software to test the research hypotheses. 4- RESULTS & DISCUSSIONAccording to the research findings, corporate social responsibility has a positive effect on BRAND engagement, BRAND TRUST, and BRAND identification. Corporate social responsibility creates an emotional connection between the company and consumers. As a result, consumers feel like they are part of the company. Companies should have social responsibility strategies to build TRUST among consumers. If the organization participates in social responsibility activities, its identity and high values will be shown to customers. BRAND TRUST positively affects BRAND engagement and mediates the relationship between corporate social responsibility and BRAND engagement. The company's reliability makes the customers provide better information and have more relationships with the company. Additionally, BRAND identification positively affects BRAND engagement and mediates the relationship between corporate social responsibility and BRAND engagement. Companies should differentiate their products and services from their competitors so that customers will identify with the organization's BRAND. 5- CONCLUSIONS & SUGGESTIONSCompanies should strengthen social responsibility, BRAND TRUST, and BRAND identification to increase customer engagement with their BRAND. As a result, it is suggested that hotels observe their organizational social responsibility, give importance to environmental issues in their activities, support cultural and sports events, provide more job opportunities to people, put customers as their priority, fulfill their promises, produce high-quality products, take care of their customers and establish an emotional relationship with customers so that they identify themselves with the hotel. Also, hotels should perform their activities so that customers feel the hotel has the same identity as their identity. 

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.