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.

Considering the fact that human resources are regarded as the most important key qualification and the source of creating competitive advantage in the hoteling industry, this sought to investigate the effect of Brand leadership on the Brand citizenship behavior of the staff working in the hoteling industry of Isfahan City. The study is applied in terms of purpose and descriptive survey in terms of research method. The statistical population of the study comprised all Isfahan Hotels’ staff who were active from September to January 2020, from among whom 145 people were selected via a structural equation and convenience sampling. The required data were collected through the questionnaire, whose reliability and content validity was verified using Cronbach's alpha coefficient. Finally, the collected data were analyzed through the PLS software, considering non-normal distribution. The findings of the study suggested that Brand leadership exerted a significant positive effect on Brand passion, thereby making Brand-supportive behaviors (adaptive, conscientious-oriented, and innovative behaviors) possible. Moreover, it was found that adaptive and innovative behaviors had a significant positive influence on Brand citizenship behavior. However, the significant effect of Brand innovative behaviors on Brand citizenship behavior was not confirmed

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.

Brand attachment plays a vital role in the success and failure of the company. Brands have to deal with the reactions caused by the negative emotions of consumers. The aim of this study is to investigate the relationship between the negative emotions of Brand anxiety, Brand hatred, and Brand obsession, considering the role of attachment to the Brand as an effective emotion in the relationship between Brand hatred and Brand anxiety. This research is practical, descriptive-correlational, and survey in terms of purpose, method, and data collection. The statistical population comprises 384 consumers of SAIPA automotive products, who were asked through standard electronic questionnaires of Brand anxiety designed by Mend and Bolton (2011), Brand hatred by Johnson et al. (2011), Brand confusion by Johnson et al. (2012), and Brand affection by Thomson et al. (2005). Structural equation modeling processed by Smart-PLS software was used to test the collected data. The he findings show a significant effect of Brand anxiety on Brand hatred and Brand hatred on Brand obsession. It was also shown that Brand hatred has a significant mediating effect on the relationship between Brand anxiety and Brand obsession. In addition, Brand affection as a moderator cannot have a significant effect on the relationship between Brand hatred and Brand obsession. In this research, the intensity of negative feelings towards the SAIPA automobile Brand and the possibility of destructive actions against it were highlighted.

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.

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.

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 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.