The effect of political communication on brand value in companies listed on the Tehran Stock Exchange

In consumer marketing, brands are the main point of differentiation between competitors' offerings. As the markets become more complex and risky, the driving forces of the brand name and logo become more complex and more important and play a fundamental role in the position of the companies. Political communication provides valuable resources for the company through easy access to external sources and relationship-based contracts and influences investment decisions. To provide the company. Despite this, access to a lot of foreign capital through political connections encourages the company to invest below the optimal level, hence the purpose of the research is to investigate the effect of political connections on the brand value of companies admitted to the Tehran Stock Exchange between 2015 and 2019 was studied with a sample of 144 companies, and the research results showed that there is a significant and direct relationship between political connections and the brand value of companies listed in the Tehran Stock Exchange, and with the increase in political connections, the company's brand value also increases.