Sociological Factors Affecting Brand Use Among Women Referring to Shopping Centers in Tehran

Modernity has undergone transformation and rapid changes in fashion. Fashion is a consequence of modernity, and this is the modernity that brings the speed and diversity within itself to human beings. Fashion plays an important role in restoring class relations. Today, brand use is partly about identifying people and their social status and wealth, also their success. Young people have eexpectations based on age requirements and use different tools and methods to achieve their goals.
This research mainly focuses on the contribution of advertising, the unification and differentiation of individuals in society as brand and model variables. The research method is descriptive correlation. A study was conducted on 210 women referring to shopping centers in Tehran. For this purpose, a questionnaire with 74 questions was used. Selection of samples has been random.
The purpose of this study is to investigate three factors affecting modeling and its relationship with brand. These factors include advertising, unity and differentiation. It satisfies the desire for harmony with others and fulfills the distinction between the desire for separation and privilege from others.
The results show that there is a positive and significant relationship between advertising and brand, and there are also relationship between distinct and unity (with little difference) with brand. Finally, it can be said that using brand can have a significant relationship with increasing modernity.