The Psychology of Young Iranian Consumers Emphasizing the Role of the Brand of Products in Consumption

This study compares the power of the relationships existing in the pattern of causes and consequences of dependency, considering the type of relationship between consumer and brand. In this research, five variables are considered as causes of dependency and five variables as outcomes of dependency. The research was conducted using quantitative research method, and a questionnaire was used to collect data from a sample of 864 students of business management. The findings show that the influence of variables on emotional and functional relationships have significant differences in the pattern of structural equations among some variables, such as love of brand, experience, reliability, satisfaction and etc., and among 7 paths of 18 paths. The results of this study help branding and marketing managers in understanding the behavior of Iranian consumers in the above- mentioned age group in relation to the production of dependency on brand. This research is a great opportunity to promote Iranian brands in the year of “support for Iranian products”.