The Impact of the brand complexity for place identification and advising others as for to the Moderating Role of Residents and external Tourists

brand equity are a strong source of emotional and cognitive communications that leads to memorable experiences from a place, a city, or a brand. The purpose of the study is to investigate the simultaneous effect of branding place on residents and external tourists. The statistical population of the present study is all Residents in the four areas and all external tourists entering the city of Kerman in the first six months of 1396. The sample size was 384 according to the comparative research method for an uncertain population. This research is an applied research and a descriptive-survey. Reliability of the questionnaire was confirmed by using Cronbach's Alpha, which is equivalent to 0/76.To analyze the data, SPSS 24 and AMOS 23 software was used. The results of the research showed that brand complexity by the identification of word-of-mouth has a significant effect on the residents than the external tourists, as well as the complexity of the city brand due to the satisfaction of word-of-mouth for external tourists more than residents. in addition, The complexity of the brand is not positively affected by the commitment to word-of-mouth.