The method of the present study was descriptive-survey and based on structural equations. Standard questionnaires of advertising awareness, Brand awareness and Brand value and Brand image were used. The statistical population was all customers of Morooj sports Brand in Iran. The validity of the questionnaires was confirmed by 5 expert professors. The reliability of the questionnaires was higher than 0. 8. Smart-PLS software was used to analyze the data. According to the results, the research model has a moderate fit, advertising awareness had a direct effect on the variables of Brand awareness, Brand image and Brand equity. Also, awareness of advertising indirectly affected Brand equity through Brand awareness and Brand image. Sports Brand managers need to realize that Branding in an industry is the way to go; Endless and requires research and application of relevant sciences, pay attention and understand the importance of Brand value and the impact it has on customer loyalty to study and invest in the factors that affect it, such as advertising, Brand awareness and Brand image.

The present study is to examine the impact of Brand awareness on store Brand identity in regard of functional risk, perceived value and customer satisfaction variables, through a proposed model. The population of this study is Refah Stores’ customers in Kerman city, and the data are obtained using convenience non-probability sampling among 185 customers of this company. The data analysis was done through Structured Equation Modeling and Smart PLS software. The research results show that an increase in Brand awareness causes a decrease in customer functional risk compared with the store Brand; meanwhile, functional risk has a significant negative impact on the perceived value. Moreover, the perceived value has a significant positive impact on customer satisfaction, which, in turn has a significant positive impact on store Brand identity. However, the impact of Brand awareness on store Brand identity has been indirect and through mediating variables of functional risk, perceived value and customer satisfaction.

Outdoor advertising is one of the newest and the most important growing approaches to promote a Brand in today's urban environmental graphics. Regarding the effectiveness of outdoor advertising compared to other types of advertising, it can play an important role in improving Brand awareness and Brand preference in the audiences and customers' minds and ultimately in Brand loyalty. Based on data collection, the present study is considered as descriptive. Before collecting the data through questionnaire, and so as to check the validity and reliability of the study, a pre-test was taken. Moreover, to assess the validity of the study, the diagnostic validity (DV) using an average variance extracted (AVE) was first calculated and the composite reliability (CR) was then applied to determine the reliability the researchers reviewed the research literature, then, statistical sample of The population of this research is composed of customers and clients of Palladium Mall in Tehran that were exposed to environmental advertising of this Mall were selected and the research hypotheses were tested using structural equations and regressions. The results showed that the visual aspects of outdoor advertising, including Brand, logo, typography, color and outdoor advertising slogans have significant positive effect on Brand awareness and Brand preference. Also, commercial complex Brand awareness and Brand preferences have a significant effect on Brand loyalty.

This research aims at analyzing and investigation of role of Brand and guerrilla marketing in keeping and increasing purchasing portfolio of customer in Iran’s SME and in this respect three hypothesizes are developed. For doing of this research after exploration of models and approaches in Brand questionnaire and guerrilla marketing were used for customers of company. The conceptual model based on primary and sub hypothesizes were designed. For gathering data, two questionnaires were used for integration of guerrilla marketing and Brand awareness. The research hypotheses were tested by correlation test, all the hypotheses were verified. The sequences of priorities in Brand awareness were marketing budget, perceived quality of main product of one Brand, perceived proportion of main product of one Brand. There was a significant relationship between guerrilla marketing and Brand awareness in Iran's SME. Also it was concluded that substitution capability of main product of one Brand with mean of 1.73, perceived proportion of main product of one Brand by mean of 2.04, marketing budget item by mean of 2.99 and, perceived quality of main product of one Brand with mean of 3.10 were first to fourth priority respectively.

The purpose of the present study was to present a conceptual model of the Brand mascot impact on Brand awareness, Brand recall and purchase intention of sporting goods consumers. This research was practical and causalcorelational. The statistical population was the consumers of sporting goods in Isfahan. 369 people were selected as the sample by stratified random sampling method based on geography. Measuring tools was the researcher made questionnaire of Brand mascot and standard questionnaires of Brand awareness of Weissi and Soleimani (2015), Ashrafi and Naami Brand recall (2017) and Talebourpour and Razavi intend to buy (2016). The validity and reliability of the questionnaire were confirmed. Data analysis was performed using SPSS software version 23 and AMOS. The results showed that Brand mascot has a positive and significant effect on Brand awareness and Brand recall and intention to buy. Therefore, managers of sports organizations and companies can use the special capacity of mascot to improve the position of their Brand in the minds of consumers and ultimately increase their sales and profits, a capacity that unfortunately has received less attention.

Objective: The purpose of this study was to investigate the effect of Brand investment on loyalty through Brand credibility and awareness among fans of Persepolis Football Club in Tehran. Methodology: The research method is descriptive-survey method. The statistical population consisted of all fans of Persepolis Club, which according to the unlimited statistical population and use of SmartPlus3 software, 208 as a statistical sample to the Brand Investment Questionnaire, Chen Brand awareness (2013), and Liu's loyalty (2008). Results: The results showed that there is not a significant relationship between Brand investments with loyalty of supporters However, this relationship was significant in the case of mediation of credibility and Brand awareness indirectly. Conclusion: It is concluded that investing through Brand credibility and awareness leads to loyalty of supporters, it is suggested that Tehran's Persepolis football club managers focus on the impact of Brand investment through the credibility and awareness of the Brand, the fans are loyal.

Objective: The aim of the study was designing a model of the effect of Brand experience and awareness on Brand love and consumers’ intention. Methodology: The current study was descriptive as collecting data and functional that was done as a field survey. The statistical population included the consumer of Tehran body building clubs that they was selected on bases cluster sampling method, 5 regions from Tehran was selected and then 10 clubs was selected from every region and then was selected randomly 12 customers from every club that has special condition. For measuring the validity of the questions, the content and construct validity were measured that the factor loading in the all of them were more than 0. 7. For answering the questions, was used correlation coefficient and SEM. Results: the results of path analysis were shown Brand experience and awareness have effect (0. 53 & 0. 47) on Brand love and consumer’ s intention in respect. Also the model was become well and good fitness and was shown the relationships had been logical. Conclusion: With attention on the results, it must been recognized the factors were caused increasing love between Brand and consumer till with Reinforcement of the factors, was effected on consumer intention for buying or using the services.

The aim of this research is to investigating the effects of Brand image, Brand awareness and Brand quality on attachment and loyalty to the destination Brand (Comparative study: Kerman and Yazd cities). This research is descriptive-survey in terms of research method and practical in terms of purpose. The statistical population of this research consists of all domestic and foreign tourists entering the two cities of Kerman and Yazd, and the sampling was done on an accessible basis. The reliability of the mentioned questionnaire was estimated at 0. 895 for Kerman city and 0. 812 for Yazd city, and its validity has been proven by experts and professors. In total, due to the comparative approach of the research, 397 responses were collected through a face-to-face survey in the two cities of Kerman and Yazd, and then analyzed using confirmatory factor analysis and structural equation modeling. SPSS24 and PLS3 software were used to analyze the data. Our findings showed that Brand image, Brand awareness and Brand quality affect the destination Brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination Brand trust. Also, the effect of attachment to the destination Brand, the mediator of the relationship between destination Brand trust and destination Brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above were significantly different in the Kerman and Yazd models. By using the findings of the research, city management can make a significant contribution in improving their loyalty and trust in these cities by increasing Brand awareness, Brand quality and trust in the destination Brand of Kerman and Yazd tourists Extended Abstract Introduction The Brand is crucial when formulating a marketing strategy. The destination Brand is described as a powerful tool that can create emotional appeal. In the contemporary tourism industry, destination Branding management is an increasing trend. Branding development and management of tourist destinations can strengthen the competitive edge of a region, promote Brand value, and contribute to the sustainable development of a region. Therefore, building and managing a successful Brand are essential for destinations. Due to the historical record and numerous ancient and natural monuments, paying attention to the tourism industry in the two provinces of Kerman and Yazd can be a suitable alternative to agriculture and water-bearing industries such as steel, etc. According to the life cycle of the tourism region, Yazd is the first adobe city in the world and the second historical city that started Branding as a tourist destination. In contrast, Kerman city is less developed and accessible and lags behind similar regions in terms of tourism development. Based on Butler's (1980) tourism life cycle theory, statistical data and related information were collected. Finally, it was found that Yazd province is in the development stage of the life cycle of the tourism region, while Kerman city is still in the participation stage. At different stages of the tourism region's life cycle, a conceptual framework was set up to explain the antecedents of destination Brand trust and its effect on destination Brand loyalty in order to provide individual suggestions for destination Brand management. Thus, according to the stated contents, the research is ready to answer the following question:-Does Brand image, Brand awareness, and Brand quality affect Brand attachment and loyalty in Kerman and Yazd according to the mediating role of trust in the Brand?-Does the image of the destination Brand affect the trust of the destination Brand in Kerman and Yazd?-Does awareness of the destination Brand affect the trust of the destination Brand in Kerman and Yazd?-Does the quality of the destination Brand affect the trust of the destination Brand in Kerman and Yazd?-Does the trust in the destination Brand affect the attachment to the destination Brand in Kerman and Yazd?-Does trust in the destination Brand affect loyalty to the destination Brand in Kerman and Yazd?-Does attachment to the destination Brand affect loyalty to the destination Brand in Kerman and Yazd?-How does attachment to the destination Brand mediate the relationship between trust in the destination Brand and loyalty to the destination Brand in Kerman and Yazd?-How are all the relationships in the model in two research areas (Kerman and Yazd) significantly different?-Does Brand image, Brand awareness and Brand quality affect attachment and loyalty to the destination Brand? Methodology This research is applied in terms of purpose. It is classified as descriptive-survey research because it describes the situation of the researched society through a field survey. In order to collect data and measure different dimensions of the model, a questionnaire tool was exerted. The statistical population of this research consists of domestic and foreign tourists entering Kerman and Yazd, which were more than 2000 people in 2023. Among the domestic and foreign tourists, tourists were selected as a statistical sample in the famous tourist places of two cities (Ganjali Khan Kerman Complex-Yazd Jame Mosque). Results and discussion In this research, eight hypotheses were formulated, and eight were confirmed. Our results showed that Brand image, Brand awareness, and Brand quality affect the destination Brand trust of the tourists of Yazd and Kerman, which in turn affects their loyalty through destination Brand trust. Also, the effect of attachment to the destination Brand, the mediator of the relationship between destination Brand trust and destination Brand loyalty in both cities, was confirmed. Finally, all the relationships mentioned above significantly differed in the Kerman and Yazd models. Using these research results, it is possible to study the factors that affect the Branding of Iranian cities based on customer value. Conclusion All the relationships in the model of Kerman and Yazd have significant differences. The findings of this hypothesis converge with the findings of Zhou et al. (2021). For destinations still in the participation stage (Kerman), it is important to find opportunities to do event marketing by organizing events with news value, social impact, and celebrity events to attract the attention of media, social groups, and consumers. Improving a destination's reputation, creating a good Brand image, and increasing destination Brand awareness and quality can effectively increase Brand trust and thus increase tourist loyalty. For example, for developing destinations, destination managers should consider the importance of increasing tourists' sense of attachment to these places. However, dynamism can weaken the emotional connection between tourists and the destination. Creating a strong emotional attachment to tourist destinations takes work for tourists. Destination managers should create more personal and emotional tourism products to increase the emotional value of the destination. Funding There is no funding support. Authors’ Contribution The authors contributed equally to the conceptualization and writing of the article. All of the authors approved the content of the manuscript and agreed on all aspects of the work. Conflict of Interest The Authors declared no conflict of interest. Acknowledgments The authors appreciate to all the scientific consultants of this paper.

This study aimed to evaluate the prioritization of media use for Brand awareness in the insurance industry. Regarding the purpose of the study, it was an applied and survey research. At the first phase of the study to identify the criteria, the study population was consisted of the insurers of the insurance companies of Tehran, and at the second phase, the experts' views were used to prioritize the criteria. The results of the pair-wise comparison of the main criteria showed that the media consumption (0. 164) was in the first priority. The updated media (0. 140) was in the second priority. The assurance (0. 121) was in the third priority. The ability to transfer content (0. 119) was in the fourth priority. The content media and media distinctiveness were in the subsequent priorities. Of these weights, ARAS-G method was used to determine the best media. Seven media including television advertising, radio, and billboards across the city, newspapers and magazines, internet, friends and relatives were evaluated based on the twenty-eight criteria. Finally, it was revealed that friends and relatives (social networks and word of mouth advertising) (0. 998) has the highest priority. Television advertising was on the second place and the third priority was cyberspace and internet.