fa Mathematical Modeling and Applications of OR Mathematical Modeling and Applications of OR پژوهشی Original <span class="fontstyle0">Brand personality has always been considered by researchers as an important factor in branding<br> studies. Therefore, the present study has been conducted to evaluate the effect of brand<br> personality on factors related to the brand-customer relationship (brand commitment, attachment<br> and trust). The research model is based on the data collected from 400 questionnaires that have<br> been distributed and collected among the costumers of Irtoya brand - Toyota representative in<br> Iran - in Tehran by sampling method. Its validity been confirmed by various methods including<br> factor validity, content validity, and face validity, and its reliability by Cronbach&#39;s alpha method,<br> test-retest, and split half method. It has been tested based on structural equation modeling (SEM).<br> The results of this study show that brand personality affects brand trust and attachment directly<br> and affects loyalty indirectly. Also, the results show that brand attachment and brand trust<br> directly affect brand loyalty. However, in this study, the effect of brand trust on brand<br> commitment, as well as the effect of brand commitment on brand loyalty, was not confirmed. The<br> factors studied in this study are known as the main factors of customer relationship with the<br> brand, so if marketers need to create this relationship, it is better to use these factors in a great<br> way</span><br style=" font-style: normal; font-variant: normal; font-weight: normal; letter-spacing: normal; line-height: normal; orphans: 2; text-align: -webkit-auto; text-indent: 0px; text-transform: none; white-space: normal; widows: 2; word-spacing: 0px; -webkit-text-size-adjust: auto; -webkit-text-stroke-width: 0px; " > &nbsp; brand personality, brand loyalty, branding factors, structural equation modeling 122 143 http://iors.ir/journal/browse.php?a_code=A-10-2880-2&slc_lang=fa&sid=1 Mani Shojaie مانی شجاعی mani.shojaie@gmail.com 1111111111 1111111111 Yes 3Department of Management, Islamic Azad University, North Tehran Branch 3Department of Management, Islamic Azad University, North Tehran Branch Hamidreza Saeednia Hamidreza Saeednia H_saeedniya@iau-tnb.ac.ir 1111111111 1111111111 No Islamic Azad University, North Tehran Branch Islamic Azad University, North Tehran Branch Zahra Alipour darvish Zahra Alipour darvish alipourdarvish.z@gmail.com 1111111111 1111111111 No Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran Department of Management, North Tehran Branch, Islamic Azad University, Tehran, Iran