The impact of brand identity on business performance through the mediator role of brand trust

The present research studies the impact of brand identity on business performance through the role of mediator of brand trust. The research method is descriptive and survey type. The statistical population of this research includes all customers of Mellat Branches in Tehran. The sample size was determined using the unlimited population formula of 384 people. The method of sampling is cluster sampling. The research data were collected by library and field method and the tools used in the questionnaire. The reliability of the questionnaires was confirmed using Cronbach's alpha (0.813). The validity of the tool was confirmed by content and structure method. The research data were analyzed using SPSS and Laser software and analyzed by statistical, descriptive and inferential statistics. The results of this research indicate that the brand as a product (service), brand as a symbol, Brand as an organization and brand as a person has a positive impact on the business performance of the Mellat Bank. However, the effect of brand as a product (service) on business performance has been higher than other factors. In addition, the results of the mediation hypothesis showed that Brand Identity has positively influenced business performance in the central branches of Mellat Bank in Tehran through brand trust.