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The aim of the present study was to investigate the relationship between the brand's special value and the audience's loyalty to the brand in Iranian sports clubs. The descriptive research method was correlational and applied in terms of purpose. The statistical population included sports club spectators, whose sample size was determined based on Morgan's table for a population of 1,800 people, and 317 people were selected through available and targeted sampling. Aker's brand value questionnaire and Mahoney's audience loyalty questionnaire were used to collecting data. Pearson's correlation coefficient and multiple linear regression were used simultaneously with SPSS version 25 software to analyse the data. Based on the results of the research, it was observed that the special value of the brand has a significant direct positive effect on audience loyalty with the path coefficient (p=0.001, β=0.891); Therefore, it can be said that the special value of the brand has a significant positive effect on the loyalty of the audience. It is suggested according to the results.

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Although creating special value in professional sports teams is popular, the process of shaping the brand equity of the sports team in the sports marketing literature is still relatively unknown and not fully understood. This study provides a dual identification model to examine how to build the brand value of a sports team. This study aims to investigate the role of team identity antecedents and team brand identity in constructing the brand equity of Traktor football team fans. The research method is descriptive-correlation and is applied based on the purpose. The statistical population is all the fans of the tractor manufacturing team. The sampling method is unlikely and available. The sample size was estimated based on sample power software. Two hundred and sixty-four people participated in this study. The face validity and content of the questionnaires were confirmed by a survey of 5 sports management professors, structural validity was confirmed using convergent and divergent validity, and reliability was confirmed by using α and CR. The results showed that market characteristics (including social experience, outstanding group experience, history, and fan etiquette) and symbolic stimuli (including similarity, distinction, and brand credibility) significantly correlated with team and brand identity. In addition, identification with the team identity and brand identity of the sports team are significant predictors of the brand equity of the sports team. These findings emphasize the dual identification study's importance in forming the brand equity of the sports team for sports team managers.
 

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This research has accomplished answering following question, what is the suitable model of customer equity what are the relationship between its variables. Survey method used for data gathering and data analyzed using correlation method. The statistical population consisted of Tehran branches Keshavrzi banks customers, which 384 samples selected using stratified sampling method and Krejcie and Morgan table. We used questionnaire for data gathering and LISREL software for data analyzing. Findings show that research model has three independent variables which are value equity, bran equity and relationship equity and two dependent variables which are customer equity and purchase intention. Also, the results depicted that relationship equity and value equity has greater effect on customer equity and brand equity does not have direct significant effect on customer equity. Also, customer equity drivers does not have any significant effect on customer purchase intention.        

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In today's highly competitive conditions to maintain and expand market share is the result of brand performance. Suppliers to maintain and improve its position against competitors must pay attention to branding and brand management.Therefore, identifying of factors influencing brand performance is an important issue in the implementation of marketing strategies.In this article, the researchers explore to thisquestion: What factors influencing on brand performance? This study discusses variables from customers’ viewpoints by taking the sample of industrial purchasersand buying center of experts from manufacturers of home appliances in Tehran.106analyzed questionnaires from buying center was presented to. PLS software was used to test hypotheses.The results of the data analysis confirmed that all of theHypothesis.Research Results indicate thatsupplier social responsibility, reputation, B2B brand equity, brand preference and purchasing repeat and loyalty intentions havesignificant and positive effect on brand performance. Relationships reputationand social responsibility on B2B brand equity;social responsibility and reputation;B2B brand equity and brand preference; brand preference and purchasing repeat intentions was significant positively. Internal Suppliers can use the researchfindings to branding and brand performance management in internal and externalindustrial markets.

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Corporate citizenship represents various organizational activities and status related to the organization’s societal and stakeholder obligations. Corporate citizenship consists of four dimensions. This study examines the impact of corporate citizenship dimensions on the customer loyalty through mediator variables such as corporate reputation and brand equity. This study was a descriptive survey and carried out among Iran Insurance Company’s customers in Tehran city and 400 questionnaires were distributed to collect data. The collected data were analyzed through SPSS22 and LISREL8.8. Reliability of the questionnaire was calculated through Cronbach's alpha coefficient as the amount of which was 89/0 and validity was conducted through confirmatory factor analysis (CFA). Research hypotheses were tested through structural equation modeling (SEM) with LISREL softwares. The result of research showed that legal citizenship, ethical citizenship, and philanthropic citizenship have a positive and significant effects on corporate reputation, but economic citizenship has no effect on corporate reputation. Also, corporate reputation has a positive and significant effects on brand equity and customer loyalty, and brand equity has a positive and significant effects on customer loyalty. Finally, the indirect effect of corporate citizenship’s dimensions on customer loyalty through the mediating roles of corporate reputation and brand equity was confirmed.

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Since brand equity is very helpful in developing business strategies and in long term leads to profitability of organizations, it is very crucial to recognize the impact of brand personality on brand equity from customers perspective. But due to lack of evidence related to the impact of brand personality on brand equity, with respect to literature and previous studies, we used concepts like brand trust and brand attitude as intermediate variables in a non-direct relation between brand personality and brand equity. Statistical sample for this study were 384 individual costumers of one of country's most admired telecommunication operators. questionnaire was used for gathering data and PLS method was used to examine hypotheses in 'Smart PLS 2' software. The results suggest a positive and significant but non-direct relation between brand personality and brand equity, and also support direct and significant impact of brand trust and brand attitude variables on brand equity.

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Today, using counterfeits is remarkably common in clothing industry. On this basis, present paper is conducted in clothing industry at Tehran due to the impact of counterfeit on brand equity of original products’. It is a descriptive research. To achieve research aims, a sample consisting of 384 consumers in Tehran who bought counterfeits deliberately were selected. To analyze data and to test hypotheses, Structural Equation Modeling (SEM) and Confirmatory Factor Analysis (CFA) as well as LISREL and SPSS software packages were used. By studying existing literature, six variable including personal gratification, value averseness, price-quality perception, ethical issues, subjective norm and perceived risk were considered as affecting factors on customers’ attitude on counterfeits. To measure brand equity, four aspects of Aaker’s aspects (perceived quality, brand consciousness, brand association and brand loyalty) were used. Research findings indicate that personal gratification, value averseness, price–quality perception and perceived risk have a significant impact on attitudes towards counterfeits. Likewise, the impact of counterfeits on Brand Equity of Original products is also significant.

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In this study, based on theoretical and quantitative researches, a conceptual model was presented for explaining different dimensions of research variables, such as designing brand performance model for banking service market of Iran based on customer – based brand equity. First, after reviewing the literature, the original model was designed and then the initial conceptual model was completed and approved by the Delphi method and experts' opinion. Sampling was carried out based on the method of judging and snowball. The sample size was 30 executives, deputies and experts of the banking sector. Using the final version of the questionnaire which has the necessary and proper reliability and validity, by using stratified random cluster sampling. During one week at different hours, 399 individuals were surveyed from the customers of the eight branded public banks randomly by face-to-face interview. Following the identification of the constituent structures of each of the variables, also relations between them were examined. The results of the research showed that brand equity does not directly affect market performance from the customer’s perspective, but it is effective indirectly through the customer relationship equity. Also, among the structures constituting the brand equity and the customer relationship equity, all aspects except the brand differentiation and brand awareness, affect the characteristics of the customer relationship equity. Also, results showed that all the constituents of the customer relationship equity have a direct and significant effect on brand performance.