A NEW MARKETING CONCEPT, CALLED “BRAND-IN-LAW” IN MARKETING LITERATURE, HAS BEEN INTRODUCED TO PREDICT DESIRABLE CHANGES IN POST-TRAUMATIC BEHAVIORS, WHICH GREATLY AFFECT BEHAVIOR. EMOTIONAL ATTACHMENT CONNECTS THE CUSTOMER TO THE BRAND AND WHEN THE ATTACHMENT IS EFFECTIVE, RE-SALE PURCHASES ARE GUARANTEED. THE AIM OF THIS RESEARCH WAS TO FOCUS ON THE IMPACT OF BRAND RECOGNITION VARIABLES, EMOTIONAL-EMOTIONAL AND BENEFICIAL MEMORIES FOR THE USER ON LOYALTY VARIABLES AND COMMITMENT TO THE BRAND BY TAKING INTO ACCOUNT THE INTERMEDIARY VARIABLE OF ATTACHMENT TO THE BRAND. THE STATISTICAL COMMUNITY OF RESEARCH IS A PORTFOLIO OF MAZANDARAN HAND-MADE RUG STORES WHO PARTICIPATED IN THE FOURTH HAND-MADE RUG SALES FESTIVAL, A SAMPLE OF 520 PEOPLE. THIS RESEARCH IS AIMED AT THE PURPOSE, APPLICATION, AND IN TERMS OF INFORMATION IN THEORETICAL LIBRARY AND FIELD DISCUSSIONS USING QUESTIONNAIRES. A RANDOM SAMPLING METHOD IS SIMPLE TO ANALYZE DATA AND RESEARCH HYPOTHESES FROM SPSS SOFTWARE AND AMOS SOFTWARE. THE RESULTS SHOWED THAT BRAND DISRUPTION, USEFULNESS FOR THE USER AND EMOTIONAL MEMORIES, FEELS DIRECT TO BRAND ATTACHMENT. THE DIRECT EFFECT OF THE BRAND WAS ALSO CONFIRMED ON THE COMMITMENT OF THE BRAND. DIRECT ATTACHMENT TO BRAND LOYALTY WAS NOT EFFECTED, BUT IT WAS SHOWN THAT THE BRAND’S ATTACHMENT WAS POSITIVELY INFLUENCED BY THE COMMITMENT TO THE BRAND. KEYWORDS: INTEREST IN BRAND, LOYALTY TO BRAND, COMMITMENT TO BRAND, BRAND RECOGNITION, EMOTIONAL- EMOTIONAL MEMORIES, USEFUL FOR USER ... Read more

Full publication of the article in the two seasons of the flowering, number 31, spring and summer 1396 To get the full article file on the attachment file.