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Internal branding is a new concept that refers to employees` effects in creating better image of brand in customers` mind. In order to surveying internal branding effects in brand citizenship behavior (BCB) in hotel industry, and also presenting an internalized scale for internal branding, four and five stars hotels located in Tehran have been tested in a model research. by the way of clustering sampling, Sample of 240 hotel customer interface employees` were selected, and questionnaires with five point likert scale have been distributed. 122 out of 136 returned questionnaires were usable (return rate of 56%). Content validity determined as suitable by the approval of marketing experts and hotel indusry professionals`, and Cronbach`s Alpha, AVE, CR, showed a great reliability for questionnaires. Conceptual model testing has been done through partial least square method and correlation test with SMART PLS software V. 1.5. The results showed that internal branding has positive relationship with brand identification (t= 9.537, β=0.563) and brand commitment (t= 2.430, β=0.192), also brand identification has positive relationship with BCB (t= 5.540, β=0.550), and brand commitment (t= 9.141, β=0.718), brand commitment has positive relationship with brand loyalty (t= 11.571, β=0.706), and brand loyalty has positive relationship with brand citizenship behavior BCB (t= 2.555, β=0.295). Correlation test confirmed these results.

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Thedifferent brand personality has a vital and important role in the success of a brand and customers with different personalities prefer brands which have a proportionate and consistent personality with their personality. The fitness and alignment of the consumer personality and brand personality will lead to brand loyalty. Therefore the present study is aimed to assess the relationship between consumer personality traits, brand personality and brand loyalty. This is a descriptive survey study and a questionnaire is used to collect the data. Analysis of the results indicates the validity and reliability of the used questionnaire. The population of the present study consists of the consumers of the mobile phones in Tehran. For data analysis, the SPSS and LISREL software packages are used .Research findings showed that the consumers' personality traits have significant effect on the brand personality; brand personality has significant effect on the brand loyalty, and ultimately consumers' personality traits have significant effect on the brand loyalty in the mobile phone industry. In other words, all of the hypotheses are confirmed.
 

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Diagnosis mistakes in selecting a original brand with a counterfeit and imitation brand can affect consumer financial losses and affect consumer loyalty. However, This study aimed to investigate the role of copycat strategy on the perceived similarity with moderator consumer mindset and brand loyalty was performed. And the goal is to increase consumer awareness of original brand and imitation brand. The study population includes  buyers of Clear shampoo in pharmacies and Moghaneh Doogh(yogurt drink) in Parsaabad Moghan stores. Because of the Unlimited community is used Cochran, and the sample number is 384. For data analysis used  software SPSS 22 and Smart PLS. And using with Partial Least Squares, Relations of variables and model Been investigated. Results show that in hypotheses the observed correlation is significant. In the first main hypothesis, copycat  strategy have positive impact on perceived similarity. In the second main hypothesis, consumer mindset moderate Relation between copycat strategy and perceived similarity. In the third  main hypothesis, brand loyalty,moderate relation between copycat strategies and perceived similarity.
 

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This study aims to evaluate the effect of gender identity on loyalty emphasizing on personal identity, consumption patterns, and Purchase decision making styles. This study is considered an applied research, and according to the method of gathering data is considered to be descriptive-survey research. The data of this research was gathered from a sample of 492 participants who were users of home appliances in city of Tehran through simple cluster sampling method. Questionnaires were used as data gathering tool. The data were analyzed by structural equation modeling via Lisrel software. The findings indicate that gender identity affects brand loyalty, personal identity, purchase decision making styles, and consumption patterns. Also, loyalty is affected by personal identity, purchase decision making styles, and consumption patterns. Finally, personal identity and consumption patterns affect purchase decision making styles.

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