Investigating the Relationship Between Brand Mental Image and Positive Word of Mouth with the Mediating Role of Brand Proportionality and Brand Affiliation

The aim of this study was to investigate the relationship between brand mental image and positive word of mouth with the mediating role of brand self-proportion and brand dependence by descriptive-survey method.The statistical population of this research is the customers of shahrvand chain stores in Tehran and the statistical sample is 385 people through Cochran's formula. In this study, the available (voluntary) non-random sampling method was used. Research data were obtained using a standard questionnaire and the variables were assessed with items of the Likert scale. The reliability of the questionnaire was evaluated by Cronbach's alpha method and the validity of the structure was used for its validity. The method of structural equations with PLS software has been used to examine the relationships between variables and test hypotheses.The results of data analysis showed that the variables of brand mental image, brand self-proportion and brand dependence have a significant effect on word of mouth and also brand mental image is a significant stimulus for brand self-proportion and brand dependence.Therefore, it can be concluded that the store can increase the power and credibility of its brand by creating a proper image of its brand in the memory of customers by providing quality services and products and establishing deep relationships with the customer, which results in positive word of mouth and marketing. By customers for the store brand.