مجید اسماعیل پور

Background: Today, the brand is an strategic requirement for organizations that help them to create more value for customers and create lasting competitive advantages. Creating an strong brand in the market is a mane goal of many organizations. Because an strong brand can increase customers’ loyalty when purchasing goods and services and help them better understand intangible factors. Perceived brand ethicality is one of the factors that increase brand loyalty. Brand perceived ethicality reflects customers' perceptions of the ethical extent of an organization's performance, compliance with legal and social rules and norms, and the consideration of social and ethical responsibilities. Aim: The purpose of this study is to investigate the impact of perceived brand ethicality on brand loyalty through mediating variables of brand affect, brand trust and brand reputation in the Hamrahe Avval operator. Methodology: This study is a descriptive and correlational one in terms of applied research and in terms of data collection. The statistical population of the study consists of users of the Hamrahe Avval operator services. And Non-random sampling is available. A total of 385 samples were analyzed. The data collection tool was a questionnaire whose validity and reliability were confirmed. Conclusions: The findings showed that perceived brand ethicality had a positive and significant effect on brand loyalty, brand affect, brand reputation and brand trust. Also, brand affect impact on brand reputation and brand reputation have positive and significant effect on brand trust. But brand affect has no significant effect on brand trust.