The purpose of this study is to investigate the impact of brand community on brand loyalty through the mediation of Customer Identification and Customer Brand Engagement. The present research is a descriptive-correlational and applied study. The statistical population is the customers of Hyperstar store and the sample size was calculated as 374 customers according to Cocaran's formula. Questionnaire was used to evaluate the research hypotheses and the relationships between variables. To evaluate the validity of the questionnaire, content validity method was used and to determine the reliability, Cronbach's alpha was used. In this research, to investigate the relationships and hypotheses, structural equation modeling and partial least squares methods were calculated using smartPLS software. The findings confirm all the hypotheses, in other words, the brand community has a positive and significant effect on brand loyalty through the mediation of Customer Identification and Customer Brand Engagement.

An organization with robust brand in virtual community will be more successful in its marketing. One of the important aspects in each virtual brand community is active community members’ participation. Due to the importance of members’ participation in online brand communities, this article investigates the antecedents and consequences of online brand community participation. A sample of 578 online form completed by Elite brand community members. This paper explains the casual relationships using Lisrel. According to the results, social benefits has positive relationship with online brand community participation. Also this online brand community participation results in consciousness of kind and shared rituals and traditions. Although perceived benefits and shared rituals and traditions has positive relationships with brand loyalty, consciousness of kind has negative one with brand loyalty. As an innovation this article proposed a new conceptual framework with variables which not considered in prior researches.

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.

The purpose of the research is to investigate and develop the model of the effect of the brand community on brand attributes through brand mediation and the role of modifying the similarity of society-brand in the domestic and foreign apparel industry. Correlational research method, the purpose of the form was carried out. The population includes sports brands of domestic and foreign clients in the area of Shiraz. Instrument, the questionnaire had 34 questions in Likert scale. The findings suggest that similarities brand community relationship between commitment to the brand and attachment to the brand and the relationship between commitment to the brand and brand commitment to adjust while the same brand community as a moderator between identification the brand and not brand identification. Generally, sports are society's perceptions of customers if accepted, is effective. Create a positive mentality also occurs in the perception of customers that are based on the purchase and consent of the community raised and just having a brand identity and a commitment to their community to make a positive change, it is efficient.

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.

The main purpose of this study is to investigate the effect of identity made by a brand for customrers on their anti-brand activities through brand love and brand jealousy. The present study is an applied research and is descriptive/ survey research in terms of methodology. The statistical population consists of all Benetton customers who buy at benetton store in Shriaz city, of which 384 customers (estimated by Cochran formula) are selected using non-probability sampling method. The questionnaire’s validity is tested by two approaches including face validity and confirmatory factor analysis and its reliability is examined using alpha cronbach (%85). Findings reveal that, identity made by a brand can affect brand love and brand jealousy while brand love can influence brand jealousy. Another finding shows that brand love unlike brand jealousy has not influenced anti-brand activism. Analysing the mediating role of variables also shows that brand love has mediated – but not fully- the relationship between customer identification with brand and brand jealousy.

The purpose of the present study is to present a comprehensive model of factors affecting brand co-creation in the social media brand community. In this research, random sampling was used and a questionnaire was completed and collected from 384 students of Mazandaran University who were members of at least one social media. Structural equation modeling and Imus software were used to analyze the data. The results of the research showed that the variables of customer participation in the brand community of social media and social support have a positive and significant effect on the mediating variable of communication quality, and the quality of communication has a positive and significant effect on brand co-creation. On the other hand, social support and customer participation in the social media brand community have a significant positive effect on brand loyalty, and brand loyalty has a positive and significant effect on the dependent variable of brand co-creation. Moreover, there is no significant relationship between the quality of communication and loyalty. The innovation of this research is the design of a new model by considering the variables that were not considered in the previous models. The findings provide new insights for managers to review the various characteristics of their brand community, with an emphasis on increasing two-way communication. Introduction Co-creation is a management initiative or a type of economic strategy that is used to bring together different stakeholders (for example, a company and a group of customers) with the aim of jointly producing a result that has value for both parties (Rajab Ali Baglo, 2016). Companies have many ways to co-create with their customers, an example of which is product improvement, process improvement, marketing content, implementing and launching solutions, and brand management. For example, the Converse Shoe Company encourages its fans to get a chance to be featured on the brand’s social network channels by sharing how to pair the brand’s shoes with their clothes. The Converse Company, with the campaign "What is yours? " "You made", praised the work of his fans and, in return, the fans felt that they were valuable and that their work was appreciated. The shoes were featured in various campaigns of this brand, and the name and signature of the "creator" of each pair of shoes were shown on it. It could be said that co-creation makes companies provide more appropriate goods and services to consumers and can encourage them to participate more (Nadim et al., 2020). Although there are many studies about brand and co-creation in general, few studies have been done in the field of brand co-creation in the social media brand community. Virtual co-creation is an emerging phenomenon that has not been studied much, especially in Iran, which is about a decade old. Therefore, with regard to more and more companies and customers turning to virtual space and the valuable opportunities available in this space, the need for more research in the field of co-creation in social media brand communities and the factors affecting it is necessary. The aim of the present study is to address this research gap. This goal is pursued by explaining the role of brand loyalty and the quality of brand co-creation communication in social media brand communities and preparing and testing a comprehensive model that describes the factors influencing brand co-creation in social media brand communities. Methodology This research is included in the descriptive and survey research group. The statistical population of this research is Mazandaran University students who were members of at least one social media (Instagram, LinkedIn, YouTube, Facebook, Twitter, etc. ). Since the aim of the study was not in a specific field, the available random sampling method was used. Morgan's table was used for sampling according to the size of the population, which is the students of Mazandaran University. Based on the fact that the size of the community is high (approximately 13, 000 people), then the minimum sample size was calculated as 373 people based on Morgan's table. For more accuracy, the sample size of the study was 384 people. In this research, a standard questionnaire was used to collect the data. The questionnaire of the current research was taken from the articles ‘Examining Brand Co-Creation in Social Media Brand Communities: Using the Stimulus-Organization-Response Paradigm’ (Kamboj et al., 2018) and ‘Brand Co-Creation through Social Business Information Sharing: The Role of Social Media’ (Tajveidi et al., 2018). Analysis of the model has been done by means of structural equations using Imus software to test the hypotheses. The measurement and structural models were checked based on different criteria and the necessary corrections were made to improve the fit of the model. Findings Demographic findings state that out of a total of 384 people, 66% of the respondents were women and 34% were men. Moreover, 70. 05% of the respondents were between 18-24 years old, 24. 74% were 25-30 years old, and 5. 21% of the other respondents were 30 years old and above. Also, the most membership in social media was Instagram with 326 respondents. Other social media were YouTube (124 people), Facebook (45 people), Twitter (42 people), and LinkedIn (22 people). In addition to the above media, 41 of the respondents were members of other media such as WhatsApp. In the inferential data analysis section, we first checked the precondition of the normality of the data distribution and evaluated the factor loading of the questions, and after confirmation, we checked the fit of the model. Various fit indices were used to check the fit of the research model. Then, these indicators were summarized along with the acceptance level of each factor. According to the appropriate value of the fit indices, the research model can be considered suitable and the hypotheses can be tested. Conclusion Based on the findings of this research, it can be said that social support in social media brand communities leads to communication quality. In fact, social support can increase commitment, trust, and satisfaction. Another finding of this research is that social support in social media brand communities has a significant positive effect on brand loyalty. In this study, there is a relationship between brand community communication quality and brand loyalty, but this relationship was not confirmed. As a result of this relationship, it was removed from the final model. Another finding of the current research is that customer participation in social media brand communities leads to communication quality. Also, the results showed that customer participation in social media brand communities leads to brand loyalty. In this research, the relationship between communication quality and brand co-creation has been confirmed. Another finding of the study is that brand loyalty is significantly related to brand co-creation. Overall, the findings provide new insights for managers to review the various characteristics of their brand community, with an emphasis on increasing two-way communication. These findings include various implications for marketing, brand management, and managers. This study shows that customer participation in social media brand communities has a significant impact on the quality of communication, brand loyalty, and, in turn, brand co-creation. Also, social support in brand communities affects the quality of communication and brand loyalty, and in turn, brand co-creation.

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.