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.

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 this study is to investigate the effect of customer brand identification on brand equity in hotel services. In this regard after extensive study of literature, a new model was designed. This research is descriptive and of survey type and using available sampling method. The sample size consists of 384 Iranian guests of Abbasi hotel in Isfahan. To analyze the data and test the research hypotheses, structural equations modeling using Smart PLS software has been used. Findings of this research show that customer brand identification has a direct and significant effect on service quality, perceived value and brand trust. Furthermore, service quality, perceived value and brand trust have a direct and significant effect on brand loyalty. Finally, service quality, brand loyalty and brand trust have a direct and significant effect on brand equity.

Intensive competitive environment and high market-entrance rate force managers to seek for new and more efficient ways to accomplish customer loyalty. Brands convey lots of symbolic meanings and can help customers to achieve their basic identity aims, so that customer-brand identification (CBI) is one of the new ways to obtain loyalty. The impact of CBI, brand distinctiveness and brand prestige on brand loyalty and also the mediating roll of CBI were tested in present study. A survey research was conducted among Toyota customers in Mashhad with 384 sample size. Data were analyzed using Amos software by Structural Equation Modeling and Baron and Kenny mediation analyze. The result confirmed the influence of, namely, brand distinctiveness, CBI and brand prestige on customer brand loyalty. The mediating roll of CBI between brand distinctiveness, brand prestige and brand loyalty was also confirmed.

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.

The primary objective of this study was to identify the impact of social media marketing on brand loyalty mediated by brand identification and customer satisfaction. The research method was descriptive-correlational. The statistical population included all students of the Islamic Azad University, Rasht Branch. A convenience sampling method was used to select a sample of 302 customers of online businesses. The research questionnaires included measures of social media marketing, brand loyalty, brand identification, and customer satisfaction. The study hypotheses were analyzed using structural equation modeling (SEM) with Amos and SPSS software. The results indicated that social media marketing (β = 0. 26), brand identification (β = 0. 38), and customer satisfaction (β = 0. 27) had significant effects on customer brand loyalty. Furthermore, social media marketing (β = 0. 27) and brand identification (β = 0. 35) had significant effects on customer satisfaction. Social media marketing (β = 0. 39) also significantly impacted brand identification. Additionally, a summary of the reported coefficients (indirect effects) showed that social media marketing (β = 0. 26) and brand identification (β = 0. 10) had significant indirect effects on customer loyalty. Moreover, social media marketing (β = 0. 14) had a significant indirect effect on customer satisfaction.

The increasing development of advertising that is shared across a large number of users via social networks has provided new opportunities for brands to better connect with their customers. Expanding customer relationships and interactions with the brand has led him/her to become a member of the brand community and it playes a significant role in determining the customer's identity and his/her belonging and attachment to the brand. Concerning the importance of the role of social networks advertising on effective customer relationship with the brand, the purpose of the present study is to investigate the customer belonging to the brand community, with reflecting on Customer Brand Value Co-Creation precedents in Online Brand Communities that has been specifically explored among customers of Digi-Kala online store brand. The research is applied in terms of purpose and in terms of research methodology, it is quantitative. The method of data collection is descriptive – survey. The data has been collected during a period of five months from April to August of 9102. The statistical population of the study consists of 952 customers who have purchased from Digi-Kala social media websites. They were selected using Cochran Unlimited community sampling formula and convenient sampling method. Data analysis was done by structural equation modelling using partial least squares method and Smart PLS3 software. The results show that the value of social networks advertising has a positive and significant effect on social support and brand relationship quality. Also, the moderator variable "the motivation of participating in social networks" moderates the effect of social networkes advertising value on two variables above. The variables of social support and brand communication quality have a significant effect on brand value co-creation and brand value co-creation has a significant and positive effect on customer belonging to the brand community.

the purpose of the present study is to investigate the impact of the of Brand transgression Severity on customer willingness to brand punish with the mediating role of brand forgiveness and brand-customer relationships. This research is of practical purpose, in terms of descriptive-causal data collection and quantitative research. The statistical population of the research consisted of consumers of dairy brands in Ahwaz. Due to their uncertainty, the sample size was estimated to be 384 using Cochran formula and selected by non-random sampling method. Data were collected using a questionnaire whose reliability was confirmed by Cronbach's alpha of 0.84. Data were analyzed using SPSS and SMART PLS software and normality tests and structural equation modeling. The results showed that the Brand transgression Severity had a negative effect on brand forgiveness and brand-customer relationship and had a positive and significant effect on customer's willingness to brand punish. The two variables of brand forgiveness and brand-customer relationships had a significant negative effect on customer's willingness to brand punish. The study also confirmed the mediating role of brand forgiveness and brand-customer relationship in influencing the Brand transgression Severity on the Customer Willingness to Brand punish.

One of the negative behavioral emotions of customers is buyer’ s remorse, which is affected by the procedure of buying, anomalies after buying, product use, and goods being put away. Buyer’ s remorse as a negative experience significantly affects the customer’ s behavioral intention, satisfaction, and identity. So far, there have been not many studies done regarding buyer’ s remorse definition. Therefore this study aims for the impact of buyer’ s remorse on customer’ s behavioral intention considering mediating role of customer satisfaction and moderating role of customer-brand identification. The present study in terms of purpose is categorized as applied research, and in terms of data collection, it is considered a descriptive survey and a correlational type. The statistical population of this study includes all customers of Iranian and Chinese cars in Mashhad, which consists of 399 individuals selected by Non-random Available sampling according to Morgan’ s table for sample size. Data collection tool was a localized questionnaire with reference to Davvetas and Diamantopoulos study (2017). Investigation of study theories is done in the form of structural equation modeling with the aid of Amos 23, which results in a negative and significant impact of buyer’ s remorse on behavioral intention and customer satisfaction. Furthermore, customer satisfaction affects behavioral intention as well. Customer satisfaction does not mediate the effect of buyer’ s remorse on behavioral intention, but customer-brand identification moderates the impact of buyer’ s remorse and customer satisfaction on behavioral intention of Iranian and Chinese car brands customers.