Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification

This Study Was Done to Evaluate the Mediating Role of In-Role and Extra-Role Behaviors in the impact of Psychological Needs on Brand Identification in Mobile Telecommunication Company of Iran “Hamrahe Aval”. In this study, the variables were evaluated by a questionnaire. A questionnaire was distributed among 400 individuals from the statistical population that was distributed among all customers of the Mobile Telecommunication Company of Iran “Hamrahe Aval”, in the city of Shiraz. The research method was descriptive and correlational. To answer the questions and check the hypotheses by Smart-PLS Software, the structural equations method and path analysis with partial least squares (PLS) method was used. The results show that Affiliation and self-confidence have a positive and significant effect on the behavior within the consumer role in branding. The results of this research also confirm the positive and significant effect of self-esteem and individual autonomy on consumer redundancy behavior in branding. The results also show that behavior in consumer role and consumer redundancy behavior in branding has a significant effect on brand identification.