---

Different types of leisure surround today's world. Playing video games is the most popular type of digital leisure in Iran and the world. This research's main goal is to analyze gamers' constraints and motivations based on the PCM model. The statistical population of this research is gamers under the age of 30 who play video games for at least 1 to 6 hours per week in their free time. Descriptive statistics methods are used to analyze the data. (statistical indices of central tendency and dispersion) and inferential statistics of one-way analysis of variance (ANOVA) and independent t-test were used. The results showed a significant relationship between the understanding of constraints and the position of people in the PCM model in such a way that each of the dimensions of Constraints are understood differently in the stages of the model and show different deterrent power in different classes.
 

---

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.

---

Given the importance of loyalty, this study seeks to test and investigate the effectiveness and mechanism of relationship between factors that influence the e-loyalty in Saman Bank. In this regard, Relationship Marketing Strategy is the independent variable, e-satisfaction and e-trust are the moderating variables and e-loyalty is the dependent variable in the research model. The research population is a group of customers in Tehran who used the internet services of Saman Bank. Two underlying foundations of Relationship Marketing, mutual obligation and communication, significantly affect e-trust and conflict management foundations and competency are highly effective one-satisfaction. However; no meaningful relationship was found between conflict management and e-trust.      

---

Privatization of banking system in the Iran, emergence of new competitors and increased competition between public and private banks to retain customers and attract new ones, made banks to Customize their services. Banks do such as a policy to maintain and attract new customers. This happens in customer behavior assessment in terms of the dynamics of psychological (loyalty, trust and customer satisfaction) and are evaluated using ECSI model. In this regard, data collected through questionnaires distributed to available customers one of the Bank. Results showed that all the hypotheses of the study were accepted. If customization is performed in a appropriate manner, customer satisfaction, which is a prerequisite for loyalty, will improve. Customized services make customer encouraged to believe that bank was sensitive to his/her demands and as a result increase customer’s trust which lead to loyalty. Therefore, this study can help managers and policy makers who are executing in the bank.      

---

Nowadays with increasing competition among service organizations, they are looking for a way to differentiate their services. This requires emphasis on the necessity of applying brand as a source of competitive advantage and differentiation. This study seeks to answer the following question: “what is the impact of customer perceptions of the brand on customer loyalty, mediated by perceived value?” Theoretical formed model tests the relationships between the four main factors associated with the perception of brand equity (including brand image, company image, employee trust, and company trust) and value creation and customer loyalty. The model is

---

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.

---

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.

---

One of the methods to create loyalty among customers is presenting a value through customer clubs which is beyond the intrinsic value of the product or service. In order to achieve this aim, a new perspective of customer club’s basics that is based on findings business model is needed. As a result, the purpose of this study is to explore customer club Hafez Insurance business model as the first private insurance in free zones of Iran, with an emphasis on"innovation"and" customers block ".In this research, we try to find out the answer of questions such as customers segmentation in the insurance industry, Identifying distribution channels, the type of services and products that offered in the club correspond to the target of customers and the type of value which is created for customers to increase loyalty. From the data collection method standpoint, current study is a qualitative research and was conducted through in-depth interviews and semi-structured focus group. This focus group meeting is consist of 12 experts of Hafez Insurance Company that have been selected based on purposefully sampling method. Finally, by analyzing the findings from focus group research and using the Atlas.ti software, basics of "innovation" and " customers blocks are explained. The content of qualitative data suggests that components of customers block include three themes of customers segmentation, distribution channels and communication with customers, 11 sub-components and 40 items. Components of innovation include the proposed theme for value, eight sub-components and 29 items.

---

Today, attract, retain, and build loyalty in skilled staff is difficult. There are several ways to create brand loyalty in employees' organization or company that can be pointed to corporate citizenship and attractive employer brand. This study examined the impact of corporate citizenship on employer brand attractiveness and employer brand loyalty. The Statistical population was faculty members of University of Mazandaran that their numbers are 350 people. After stratified random sampling, 210 valid questionnaires were collected and data were analyzed through SPSS 22 and LISREL8.8 software. By calculating Cronbach's alpha coefficient of questionnaire reliability and validity through first-order and second-order confirmatory factor analysis were examined. The research hypotheses were tested through path analysis. The results showed that corporate citizenship has a positive and significant effect on employer brand attractiveness (β= 0/44; t= 4/98) and employer brand loyalty (β= 0/51; t= 5/59). Also, employer brand attractiveness has a positive and significant effect on employer brand loyalty (β= 0/39; t= 4/12). Finally, according to the results, recommendations were presented to organizations and companies.

---

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.

---

The most important factor in brand development and maintenance is creating loyalty in costumer’s views, attitudes and behaviors. In recent years making use of human metaphor and giving personality to the brand in various studies have been used. For this reason in this study, Hyperstar brand as one of the biggest private chains have been choosed for evaluating the impact of brand personality on attitudinal and behavioral loyalty. Population for this study consists of all the costumers of Hyperstar in Tehran. Necessary data was gathered with questionnaires with 23 questions from 120 respondents which were choosed with the method of convenience sampling. For testing the model the method of least partial squares and PLS Graph were used. The results showed that four dimensions of responsibility (β=0.212; t=2.49), activity (β=0,276; t=2.690), emotionality (β=0.223; t=3.204), aggressiveness (β=0.154; t=1.905) have impact on attitudinal loyalty, and attitudinal loyalty (β=0.777; t=12.415) on behavioral, but brand’s simplicity (β=0.125; t=1.618) have no impact on attitudinal loyalty. Furthermore from brand personality dimensions only activity (β=0.104; t=1.881) have impact on behavioral loyalty. Therefore it could be concluded that in the evaluation of the impact of brand personality on loyalty, it is better that attitudinal and behavioral loyalty be evaluated separately.

---

  ,       Today, organizations have come to seek current customers and also maintain a permanent relationship with them in addition to developing strategies to attract new customers and trading with them. In other words, they have found that losing a customer is more than losing a sell and it means losing the whole sell opportunities that a customer could make in his lifetime. Since losing a customer in the trade market is equal to lose an important part of the organization asset, developing close and deep relation with the customers creates great value for the organizations. Organizations should reinforce their relations with their customers actively and try to end their relations with non-profitable customers. In this study, “customer profitability for organization” is considered as a new concept. The purpose of this research is to design customer profitability model for organizations and consider the factors affecting on customer profitability in Iranian companies. For this purpose, after reviewing the theoretical foundations in this field, we will identify the factors affecting on customer profitability for organizations, and provide the appropriate conceptual model to measure and confirm these relations. Then we will collect data through questionnaires, analysis and ultimately ntroduce customer satisfaction and customer loyalty (repurchase intention, and recommendation) as two factors that affect on customer profitanility, using the research results.    * Corresponding Author’s E-mail: khodadad@modares.ac.ir .

---

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.
 

---

The costs of retaining an existing customer are one fifth of the costs of acquiring a new customer for a firm. This statement is considered as a predominant notion in marketing. According to this notion, existing customers switching of a firm leads to create lots of costs for that firm. Therefore, the present study has been conducted with the aim of finding the causes of the switching intentions and influential factors on the customers switching intentions in Iran Banking Industry.
This study is a descriptive-survey research carried out on Iran Banking Industry. 397 customers from five selected banks in Tehran were chosen for this research. In order to examine and analyze the [R1] data, Structural Equation Modeling (SEM), Confirmatory Factor Analysis (CFA) and one-way Analysis of Variance (ANOVA) have been used.
“Satisfaction”, “trust”, “loyalty” and “switching barriers” are considered as the main factors weakening “switching intention”. The findings confirmed that the variables of satisfaction, trust and loyalty have significant negative impacts on the switching intention, but the impact of the switching barriers on the switching intention in Iran banking was not significant. The present research has been conducted only on banking services industry and only in Tehran which reduces the generalizing effect of the study. Moreover, quantitative analysis methods were used in order to evaluate the subjective factors such as customer switching behavior.
 
 



 [R1]Not Of

---

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.
 

---

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.

---