The Impact of Brand Authenticity on brand Love, based on memory and lifestyle and customerS trust

The necessity of this research is to discover the effects of the feeling of customer’s brand fascination as a vital force for companies, leading to a high level of market share and customer loyalty. The population is the Ladies wearing Burberry brand clothes in Rasht city. The research method is survey. The research carried out in terms of objectives is practical and descriptive in terms of data collection. According to the research model, eight hypotheses were set. The data gathering method is a field and data gathering tool is a questionnaire. For data analysis and hypothesis testing, statistical test based on structural equation modeling and Lisrel software have been used and seven hypotheses have been approved. Among the variables, brand trust, brand Authenticity and customer memory have the greatest impact on brand love and the impact of lifestyle on brand love is not meaningful.