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.

ObjectiveAdvertising is a crucial tool for increasing the consumption of health-enhancing products. Production firms seeking to enhance profit and income through increased sales often adopt advertising—either generic or Branded—as a central strategy. The advertising budgets of major dairy producers reflect their focus on Branding and Branded advertising. Efforts to increase dairy consumption through advertising are driven by various market actors with diverse motivations. However, the continuation of both public (usually by public institutions) and Branded (mainly by producers) advertising policies is deemed necessary. The sustainability of Branded advertising relies on the level of Benefits producers gain in comparison to other market participants—such as retailers or distributors—who do not bear the costs of advertising. Therefore, unlike most studies that focus on consumer Benefits from increased consumption, this study aims to quantify the Benefits and surplus generated for producers by Branded advertising and to examine how their share of these Benefits changes with the presence or absence of Branded advertising. MethodologyTo examine the impact of Branded advertising on raw milk producers at the farm level, a modified version of the model proposed by Zhang et al. (2002) is employed. Their model analyzes market conditions to determine when advertising Benefits or harms producers. This study uses a two-stage bilateral monopoly model to explore scenarios in which firm-owned advertising may potentially harm producers due to dominant buyer power. A Cournot framework is adopted to compare scenarios with and without Branded advertising at the retail level. This study focuses on both current and optimal Branded advertising budgets for two dairy products: processed milk and cheese. Among dairy firms, Iran Dairy Industries Company holds a dominant position with a 50% market share, serving as the basis for market analysis using data from September 2022 to September 2023. The effects of Branded advertising on producer Benefits are estimated under three scenarios of Brand advertising elasticity for milk demand, four price elasticity scenarios, and eleven advertising intensity index scenarios (including equilibrium in multilayered models, competitive vs. non-competitive markets, and open vs. closed economies). For cheese, two Brand advertising elasticity scenarios, three price elasticity scenarios, and four advertising intensity index scenarios are considered. FindingsResults show that the quantity of Branded processed milk supplied by the dominant firm significantly changes with variations in advertising and price elasticity of demand. In contrast, unBranded milk quantities also vary considerably, while the quantities of Branded and unBranded cheese show minimal changes. Overall, producer Benefits from retail-level advertising are highly sensitive to demand elasticity. For processed milk, increased demand elasticity leads to greater producer Benefits, whereas for cheese, this relationship is diminishing. In total, optimal Branded advertising by the dominant firm increases raw milk producers' Benefits by 6.407% and 6.196% for processed milk and cheese, respectively. ConclusionOptimal Branded advertising at the retail level for processed milk and cheese positively affects raw milk producers' welfare. Previous studies (e.g., Shahbazi, 2015) also highlighted the impact of generic dairy advertising on milk supply, prices, and farm-level producer surplus. Furthermore, the effects of Branded food advertising on producers vary based on market conditions and advertising effectiveness. As noted by Zhang et al. (1999, 2002), changes in demand may potentially reduce producer Benefits. In Iran's dairy sector, where a dominant firm prevails, producers benefit from Branded advertising, providing a strong justification for the continuation of Branding and advertising policies.

The present paper focus on ITC notebook and try to understand consumer Social responsibility for  cause related Brand and how their preference level changes with different firm donations, and how this activity leads to Brand loyalty in long run. An experimental design with 693 participants was used. The results shows that consumers like cause related marketing campaigns and ready to do extra effort for that Brand, provided the donation amount invested by companies should be high as much high as company can provide for the cause. Elaborative offers and attitude toward the advertisement affect the Social Brand image of the company, and these two affects along with Brand image produce positive results on Brand loyalty among consumers for such low involvement products.

Brand loyalty is driven by share, comments, online review, like, and dislike on the Social media platform of specific Brands. The study empirically assessed with the influence of the dimensions of Brand's personality as a moderator on SMBC and Brand loyalty among customers’ popular fashion Brands. The Aaker Brand Personality Scale used to measure the personality of fashion Brands. Online Brand personality can exist in the same way as offline Brands. This means that Social media has Brand personalities, and these can influence consumer perceptions in different ways. This research utilized a quantitative approach in which questionnaires was distributed to SMBC users as the research population. The research was performed Structural Equation Modeling using IBM SPSS Statistics 23 software and Smart PLS 3.2.9 to analyze the data. The findings were help Brands to make marketing plans to influence any type of unsatisfactory situations.

Purpose: Taking the perspective of the Brand community building plus the Brand trust, Brand commitment and loyalty literatures, our goal is to show how Brand communities based on Social media influence elements of the customer centric model (i. e., the relationships among focal customer and Brand, product, company, and other customers), Brand trust, Brand commitment and Brand loyalty among Novin- leather customers.Methodology- A survey was conducted based on empirical study with 334 respondents among Novin-leather customers from their platforms (http: //www.novinleather.com/) In the spring of 1393.Findings: We find that Brand trust has a fully mediating role in converting the effects of enhanced relationships in Brand community to Brand loyalty and Brand commitment in Social media.Originality/ Value- On the base of customer centric model of Brand community we show how this Brand community could affect Brand elements and loyalty and commitment in Social media and we explain the effects of centric model’s elements on trust, commitment and loyalty.

The present study examines the effects of cash (coupon) and non-cash (sampling, game, and lottery) promotions and shop status on perceived Benefits by the consumer. To investigate this, an empirical research was formulated. In this study, we manipulated the store status variable at two levels and the sales promotion variable at four levels to have a 4x2 study and examined the effects of these manipulations on the dependent variables. The study on ice cream was made from dairy products. 328 students of Tehran University of Science and Research were selected as sample. Finally, the hypotheses were examined and the results were obtained. The results show that consumers understand more of the practical Benefits when dealing with coupons and human beings. As they interact with the device and subject to sampling, playing or drawing, they understand the pleasurable Benefits and greater communication Benefits. Regardless of the status of the store, promotional measures affect the perceived Benefits of consumers and help them better understand the Brand's presentation in the store. However, when consuming scrolls in a human-related way, they understand the Brand's presentation in the store better than they do with the device. This study has practical implications for the promotion of promotional policies by retailers, stores, industries and similar products.

The purpose of this research is to investigate the role of Brand attraction in identifying a customer Brand on aviation. The instrument for measuring data in this research is a standard questionnaire which has been analyzed using the LISREL software. In order to analyze the research data, a structural equation model has been used to confirm or reject the research hypotheses. The findings show that Brand prestige, Brand distinction and memorable experiences have a positive and significant effect on Brand attractiveness. has it. The Brand's charm and Brand distinction have a positive and significant effect on Brand identification. But, contrary to expectations, the Brand's Social Benefits do not have a significant effect on the attractiveness and identity of the Brand. Also, prestige and Brand wisdom experiences do not have a significant effect on Brand identification. In general, the results indicate that Brand attractiveness is not just about building trust in aviation Brand management, but also considering the importance of direct impact And its intermediary on customer identification is an important construct in understanding how customers are developing Brand communication.

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.